Paap, Richard; Franses, Philip Hans; Fok, Fok, D.; … - Faculteit der Economische Wetenschappen, Erasmus … - 2004
For promotional planning and market segmentation it is important to understand the short-run and long-run effects of the marketing mix on category and brand sales. In this paper we put forward a sales response model to explain the differences in short-run and long-run effects of promotions on...