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Marketing - Advertising

 

 
Competitive Reactions to Advertising and Promotion Attacks How do competitors react to each otherís price-promotion and advertising attacks? What are the reasons for the observed reaction behavior? We answer these questions by performing a large-scale empirical study on the short-run and long-run reactions to promotion and advertising shocks in over 400 consumer product categories over a four-year time span. pdf 2005

 

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Status: 04. April 2012