Chung, Chanjin; Schmit, Todd M.; Dong, Diansheng; … - In: Agribusiness 23 (2007) 4, pp. 583-597
Recently, many commodity groups have shifted promotion expenditures from generic advertising to non-advertising activities such as in-store promotion programs. Accordingly, corresponding evaluation methods need to be developed to identify the benefits of these non-advertising programs. We...