Competitive reactions to advertising and promotion attacks

Marketing Science

Volumn 24, Issue 1, 2005, Pages 35-54

  Steenkamp, Jan Benedict E M ^a   Nijs, Vincent R ^b   Hanssens, Dominique M ^c   Dekimpe, Marnik G ^d,e  

^a TILBURG UNIVERSITY   (Netherlands)

^b NORTHWESTERN UNIVERSITY   (United States)

^c UNIVERSITY OF CALIFORNIA   (United States)

^d UNIVERSITY OF LEUVEN   (Belgium)

^e ERASMUS UNIVERSITY ROTTERDAM   (Netherlands)

Author keywords

Advertising and price promotion effects; Competitive strategy; Empirical generalizations; Time series analysis

Indexed keywords

EID: 14844309931     PISSN: 07322399     EISSN: None     Source Type: Journal    
DOI: 10.1287/mksc.1040.0069     Document Type: Article

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