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| Author: | Mela, C. |
| Title: | Assessing long-term promotional influences on market structure |
| Journal: | International Journal of Research in Marketing
1998 : MAY, VOL. 15:2, p. 89-108 |
| Index terms: | MARKETING RESEARCH MARKET STRUCTURE |
| Language: | eng |
| Abstract: | The allocation of marketing budgets across advertising and sales promotions has changed over the past decade with a marked decrease in the percentage of budgets directed towards advertising. Moreover, there has been much speculation regarding how these changes have affected a brand's positioning vis-a-vis its competitors. In spite of this speculation, previous research has not examined the impact of changes in promotion and advertising on market structure. |
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