Decomposing the sales promotion bump accounting for cross-category effects

International Journal of Research in Marketing

Volumn 25, Issue 3, 2008, Pages 201-214

  Leeflang, Peter S H ^a   Parreño Selva, Josefa ^b   Van Dijk, Albert ^a,c   Wittink, Dick R ^a,d  

^a UNIVERSITY OF GRONINGEN   (Netherlands)

^b UNIVERSITY OF ALICANTE   (Spain)

^c Coca Cola ^*  (Netherlands)

^d YALE SCHOOL OF MANAGEMENT   (United States)

Author keywords

Brand sales model; Cross category effects; Daily data; Decomposition; Store level scanner data

Indexed keywords

EID: 49749116760     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2008.03.003     Document Type: Article

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