haku: @author Wittink, D.R. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Leeflang, P.S. Wittink, D.R. |
| Otsikko: | Explaining competitive reaction effects |
| Lehti: | International Journal of Research in Marketing
2001 : JUN, VOL. 18:1-2, p. 119-137 |
| Asiasana: | BRANDS COMPETITION CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | Changes in promotional expenditure decisions for a brand, as in other marketing decisions, should be based on the expected impact on purchase and consumption behavior as well as on the likely reactions by competitors. The empirical results of this study suggest that managers' competitive reactions do take into account the consumer response to cross-brand and own-brand activities. |
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