Price and advertising effectiveness over the business cycle

Journal of Marketing Research

Volumn 50, Issue 2, 2013, Pages 177-193

  Van Heerde, Harald J ^a,b   Gijsenberg, Maarten J ^c   Dekimpe, Marnik G ^d,e   Steenkamp, Jan Benedict E M ^f  

^a and Marketing ^*  (New Zealand)

^b MASSEY UNIVERSITY   (New Zealand)

^c UNIVERSITY OF GRONINGEN   (Netherlands)

^d TILBURG UNIVERSITY   (Netherlands)

^e UNIVERSITY OF LEUVEN   (Belgium)

^f UNIVERSITY OF NORTH CAROLINA   (United States)

Author keywords

Business cycle.; Market response models; Marketing mix effectiveness; Recession

Indexed keywords

EID: 84876551554     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.10.0414     Document Type: Article

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