Competitive Reactions to Advertising and Promotion Attacks

JBEM Steenkamp, VR Nijs, DM Hanssens, MG (Marnik) Dekimpe

Research output: Contribution to journalArticleAcademicpeer-review

201 Citations (Scopus)
Original languageUndefined/Unknown
Pages (from-to)35-54
Number of pages20
JournalMarketing Science
Volume24
Issue number1
DOIs
Publication statusPublished - 2005

Research programs

  • RSM MKT

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