Take turns or march in sync? : the impact of the national brand promotion calendar on manufacturer and retailer performance
Jonne Y. Guyt and Els Gijsbrechts
| Year of publication: |
2014
|
|---|---|
| Authors: | Guyt, Jonne Y. ; Gijsbrechts, Els |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 51.2014, 6, p. 753-772
|
| Subject: | promotion effectiveness | calendar | in phase | out of phase | Markenführung | Brand management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010471014