Article1994

Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?

William Boulding · Eunkyu Lee · Richard Staelin

247 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

William Boulding, Eunkyu Lee, Richard Staelin, Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?, Journal of Marketing Research, Vol. 31, No. 2, Special Issue on Brand Management (May, 1994), pp. 159-172

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References

1978Specification Tests in Econometrics 1988The Theory of Industrial Organization 1974Advertising as Information 1957Barriers to New Competition 1956Barriers to New Competition 1983A Logit Model of Brand Choice Calibrated on Scanner Data 1981Consumer behavior and marketing action 1972Microeconomic theory: basic principles and extensions

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