Competitive reactions to advertising and promotion attacks
Steenkamp,J.E.B.M. Nijs,V. Hanssens,D.M. Dekimpe,M.G.
Steenkamp,J.E.B.M.
Nijs,V.
Hanssens,D.M.
Dekimpe,M.G.
Abstract
Description
Date
2005
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Research Projects
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Citation
Steenkamp, J E B M, Nijs, V, Hanssens, D M & Dekimpe, M G 2005, 'Competitive reactions to advertising and promotion attacks', Marketing Science, vol. 24, no. 1, pp. 35-54.
License
info:eu-repo/semantics/restrictedAccess