Measuring Short- and Long-run Promotional Effectiveness on Scanner Data Using Persistence Modeling

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

Research output: Book/Report/Inaugural speech/Farewell speechReportAcademic


The use of price promotions to stimulate brand and firm performance is increasin
Original languageUndefined/Unknown
EditionERIM Research Series in Management 2003-087
Publication statusPublished - 2003

Publication series

SeriesERIM Research Series in Management

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