Kumar, V.; Fan, Jia; Gulati, Rohit; Venkat, P. - In: Marketing Science 28 (2009) 4, pp. 645-655
Procter & Gamble (P&G) Asia-Pacific is interested in managing value growth. Only after fully understanding the true effects of the marketing-mix variables can P&G managers make strategic decisions answering questions such as the following: (1) Are the P&G brands in the detergent market inelastic...