search query: @indexterm retail pricing / total: 107
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| Author: | Sethuraman, R. Tellis, G. |
| Title: | Does manufacturer advertising suppress or stimulate retail price promotions? Analytical model and empirical analysis |
| Journal: | Journal of Retailing
2002 : VOL. 78:4, p. 253-263 |
| Index terms: | ADVERTISING PRICE LEVEL RETAIL PRICING |
| Language: | eng |
| Abstract: | Does manufacturer advertising for a brand stimulate or suppress retail price promotion? This study addresses this controversial issue. The authors develop an analytical model that shows that the relationship between manufacturer advertising and retail price promotion depend on the role of advertising. |
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