Measuring the Impact of Promotions on Brand Switching When Consumers Are Forward Looking
Year of publication: |
2003
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Authors: | Sun, Baohong ; Neslin, Scott A. ; Srinivasan, Kannan |
Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 40.2003, 4, p. 389-405
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