Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research

Journal of Retailing

Volumn 85, Issue 1, 2009, Pages 42-55

  Ailawadi, Kusum L ^a   Beauchamp, J P ^b   Donthu, Naveen ^c   Gauri, Dinesh K ^d   Shankar, Venkatesh ^e  

^a DARTMOUTH COLLEGE   (United States)

^b Information Resources Inc   (United States)

^c GEORGIA STATE UNIVERSITY   (United States)

^d SYRACUSE UNIVERSITY   (United States)

^e TEXAS A AND M UNIVERSITY   (United States)

Author keywords

Accounting; Advertising; Communication; Consumer promotion; Legal issues; New media: Resource allocation; Promotion; Trade promotion

Indexed keywords

EID: 62149093610     PISSN: 00224359     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jretai.2008.11.002     Document Type: Article

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