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Managing advertising investments in marketing channels
Karray, Salma; Martín Herrán, Guiomar; Sigué, Simon … - In: Journal of retailing and consumer services 65 (2022), pp. 1-16
Persistent link: https://www.econbiz.de/10013169665
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Fighting store brands through the strategic timing of pricing and advertising decisions
Karray, Salma; Martín Herrán, Guiomar - In: European journal of operational research : EJOR 275 (2019) 2, pp. 635-647
Persistent link: https://www.econbiz.de/10011993549
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An integrative framework of cooperative advertising with reference price effects
Martín Herrán, Guiomar; Sigué, Simon Pierre - In: Journal of retailing and consumer services 70 (2023), pp. 1-16
Persistent link: https://www.econbiz.de/10014240284