AbstractThe comments by Kruger (Kruger, M. W. 1987. Commentary—Steps toward mastering trade promotions. 147–149.) and Struse (Struse, III, R. W. 1987. Commentary—Approaches to promotion evaluation: A practitioner's viewpoint. 150–151.) describe some important concepts and issues involved in improving trade promotion effectiveness. In this response we comment on some of our work that addresses those issues, and some areas where we may differ in emphasis.
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Bibliographic InfoArticle provided by INFORMS in its journal Marketing Science.
Volume (Year): 6 (1987)
Issue (Month): 2 ()
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