Srinivasan, S.; Pauwels, K.H.; Hanssens, D.M.; Dekimpe, M.G. - Erasmus Research Institute of Management (ERIM), ERIM … - 2002
While there has been strong managerial and academic interest in price promotions, much of the focus has been on the impact of such promotions on category sales, brand sales and brand choice. In contrast, little is known about the long-run impact of price promotions on manufacturer and retailer...