Steenkamp, Steenkamp, J-B.E.M.; Nijs, V.R.; Hanssens, … - Erasmus Research Institute of Management (ERIM), … - 2002
How do competitors react to each other's price-promotion and advertising actions? How do these reactions influence the net sales impact we observe? We answer these questions by performing a large-scale empirical study of the short-run and long-run reactions to promotion and advertising shocks in...