Decomposing the sales promotion bump with store data

Marketing Science

Volumn 23, Issue 3, 2004, Pages

  Van Heerde, Harald J ^a   Leeflang, Peter S H ^b   Wittink, Dick R ^b,c  

^a TILBURG UNIVERSITY   (Netherlands)

^b UNIVERSITY OF GRONINGEN   (Netherlands)

^c YALE SCHOOL OF MANAGEMENT   (United States)

Author keywords

Econometric models; Market response models; Regression and other statistical techniques; Sales promotion

Indexed keywords

EID: 4944223952     PISSN: 07322399     EISSN: None     Source Type: Journal    
DOI: 10.1287/mksc.1040.0061     Document Type: Article

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