Market response to a major policy change in the marketing mix : learning from Procter & Gamble's value pricing strategy / Kusum L. Ailawadi, Donald R. Lehmann and Scott A. Neslin
Material type: ArticleLanguage: English Publisher: Chicago Subject(s): CONDUCTA DEL CONSUMIDOR | ESTRATEGIAS DE MERCADEO | ESTUDIOS DE CASOS | MEZCLA DE MERCADEO | OFERTAS | PRECIOS | PUBLICIDADOther classification: REV In: Journal of Marketing Vol. 65 No. 1 (2001) ; p. 44-61No physical items for this record
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