Are brand promotions just a zero-Sum Game – or can they increase the size of the Pie?

Business Strategy Review

Volumn 9, Issue 3, 1998, Pages 21-32

  Putsis, Jr , William P ^a  

^a LONDON BUSINESS SCHOOL   (United Kingdom)

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EID: 84986167032     PISSN: 09556419     EISSN: 14678616     Source Type: Journal    
DOI: 10.1111/1467-8616.00072     Document Type: Article

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