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Volumn 45, Issue 3, 2008, Pages 293-306

The impact of brand equity and innovation on the long-term effectiveness of promotions

Author keywords

Brand equity; Long term marketing effectiveness; New product introductions; Persistence modeling; Promotions

Indexed keywords


EID: 46849115562     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.45.3.293     Document Type: Article
Times cited : (130)

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