Fok, D.; Paap, R.; Horváth, C.; Franses, Ph.H.B.F. - Erasmus Research Institute of Management (ERIM), ERIM … - 2005
Keywords
Sales, Vector Autoregression, Marketing Mix, Promotional and Regular Price, Short and Long-
term Effects … autoregression; marketing mix; promotional and regular
price, short and long-term efiects; Hierarchical Bayes
2
1 Introduction
There … difierences in
the immediate and cumulative efiects of promotional and regular price changes across cat-
egories and brands …