Predicting the consequences of marketing policy changes : a new data enrichment method with competitive reactions
Year of publication: |
October 2017
|
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Authors: | Kappe, Eelco ; Venkataraman, Sriram ; Stremersch, Stefan |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 54.2017, 5, p. 720-736
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Subject: | data enrichment | marketing policy | sales force management | competitive reactions | pharmaceutical | Management | Marketing | Absatz | Sales | Wettbewerb | Competition |
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