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Heerde, Harald J. van; Neslin, Scott A. - In: Handbook of marketing decision models, (pp. 107-162). 2008

Persistent link: https://www.econbiz.de/10003755264

The long-term effect of marketing strategy on brand sales

Ataman, M. Berk; Heerde, Harald J. van; Mela, Carl F. - In: Journal of marketing research : JMR 47 (2010) 5, pp. 866-882

Persistent link: https://www.econbiz.de/10008666392

Promotion dynamics

Neslin, Scott A.; Heerde, Harald J. van - 2009

Persistent link: https://www.econbiz.de/10003928447

The brand switching fraction of promotion effects : unit sales versus elasticity decompositions

Heerde, Harald J. van; Gupta, Sachin; Wittink, Dick R. - 2002

Persistent link: https://www.econbiz.de/10001716127

Flexible decomposition of price promotion effects using store-level scanner data

Heerde, Harald J. van; Leeflang, Peter; Wittink, Dick R. - 2002

Persistent link: https://www.econbiz.de/10001681986

Is 3/4 od the sales promotion bump due to brand switching? : No it is 1/3.

Heerde, Harald J. van (contributor); … - 2003 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001773638

Is 3/4 of the Sales Promotion Bump Due to Brand Switching? No, it is 1/3

Gupta, Sachin; van Heerde, Harald J.; Wittink, Dick R. - 2008

Several researchers have decomposed sales promotion elasticities based on household scanner panel data. A key result is that the majority of the sales promotion elasticity, about 74 percent on average, is attributed to secondary demand effects (brand switching) and the remainder to primary...

Persistent link: https://www.econbiz.de/10014071803