Dhar, Sanjay K.; Morrison, Donald G.; Raju, Jagmohan S. - In: Marketing Science 15 (1996) 2, pp. 192-203
In Raju, Dhar, and Morrison (1994), a paper that appeared earlier in this journal, we developed an analytical model and conducted empirical analyses to examine the effect of package coupons on market share. In this epilogue, we extend the analytical framework in our earlier paper to study the...