The effect of competitive advertising interference on sales for packaged goods

Journal of Marketing Research

Volumn 45, Issue 2, 2008, Pages 211-225

  Danaher, Peter J ^a   Bonfrer, André ^b   Dhar, Sanjay ^c  

^a UNIVERSITY OF MELBOURNE   (Australia)

^b SINGAPORE MANAGEMENT UNIVERSITY   (Singapore)

^c UNIVERSITY OF CHICAGO   (United States)

Author keywords

Advertising; Aggregate scanner data; Competitive interference; Econometric models

Indexed keywords

EID: 42449148752     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.45.2.211     Document Type: Article

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