Performance regimes and marketing policy shifts

Marketing Science

Volumn 26, Issue 3, 2007, Pages 293-311

  Pauwels, Koen ^a   Hanssens, Dominique M ^b  

^a DARTMOUTH COLLEGE   (United States)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Advertising; Marketing mix; Performance improvement; Promotion; Turnaround strategy

Indexed keywords

EID: 37749048842     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1060.0267     Document Type: Article

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