Research Catalog

The brand switching fraction of promotion effects : unit sales versus elasticity decompoositions

Title
The brand switching fraction of promotion effects : unit sales versus elasticity decompoositions / Harald J. van Heerde, Sachin Gupta, and Dick R. Wittink.
Author
Heerde, Harald J. van.
Publication
Cambridge, MA (1000 Massachusetts Avenue, Cambridge 02138) : Marketing Science Institute, 2002.

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Details

Additional Authors
  • Gupta, Sachin.
  • Wittink, Dick R.
Description
31 pages; 28 cm.
Series Statement
Working paper ; report no. 02-116
Uniform Title
Report (Marketing Science Institute) ; no. 02 116.
Subject
  • Brand choice > Mathematical models
  • Sales promotion > Mathematical models
Note
  • "Working paper series."
Bibliography (note)
  • Includes bibliographical references (p. 29-31).
OCLC
  • ocm51277730
  • SCSB-3857120
Owning Institutions
Columbia University Libraries