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Measuring short- and long-run promotional effectiveness on scanner data using persistence modeling
Dekimpe, Marnik G.
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Hanssens, Dominique M.
;
Nijs, Vincent R.
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2003
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[Elektronische Ressource]
Persistent link: https://www.econbiz.de/10001828619
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Competitive reactions and the cross-sales effects of advertising and promotion
Steenkamp, Jan-Benedict E. M.
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Nijs, Vincent R.
; …
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2002
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[Elektronische Ressource]
Persistent link: https://www.econbiz.de/10001658523
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