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A Brand's Advertising and Promotion Allocation Strategy: The Role of the Manufacturer's Relationship with Distributors as Moderated by Relative Market Share


  • Anselmi, Kenneth


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  • Anselmi, Kenneth, 2000. "A Brand's Advertising and Promotion Allocation Strategy: The Role of the Manufacturer's Relationship with Distributors as Moderated by Relative Market Share," Journal of Business Research, Elsevier, vol. 48(2), pages 113-122, May.
  • Handle: RePEc:eee:jbrese:v:48:y:2000:i:2:p:113-122

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    References listed on IDEAS

    1. Robert C. Blattberg & Richard Briesch & Edward J. Fox, 1995. "How Promotions Work," Marketing Science, INFORMS, vol. 14(3_supplem), pages 122-132.
    2. Robert C. Blattberg & Alan Levin, 1987. "Modelling the Effectiveness and Profitability of Trade Promotions," Marketing Science, INFORMS, vol. 6(2), pages 124-146.
    3. Ruth N. Bolton, 1989. "The Relationship Between Market Characteristics and Promotional Price Elasticities," Marketing Science, INFORMS, vol. 8(2), pages 153-169.
    4. Scott A. Neslin & Stephen G. Powell & Linda Schneider Stone, 1995. "The Effects of Retailer and Consumer Response on Optimal Manufacturer Advertising and Trade Promotion Strategies," Management Science, INFORMS, vol. 41(5), pages 749-766, May.
    5. Varadarajan, Poondi & Dillon, William R., 1982. "Intensive growth strategies : A closer examination," Journal of Business Research, Elsevier, vol. 10(4), pages 503-522, December.
    6. Patrick J. Kaufmann & Louis W. Stern, 1988. "Relational Exchange Norms, Perceptions of Unfairness, and Retained Hostility in Commercial Litigation," Journal of Conflict Resolution, Peace Science Society (International), vol. 32(3), pages 534-552, September.
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    Cited by:

    1. Jagpal, Sharan & Spiegel, Menahem, 2011. "Free samples, profits, and welfare: The effect of market structures and behavioral modes," Journal of Business Research, Elsevier, vol. 64(2), pages 213-219, February.

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