Using Market-Level Data to Understand Promotion Effects in a Nonlinear Model

Sachin Gupta · John C. Porter · Richard Staelin · Dick R. Wittink

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Forecasting Techniques and Applications

Abstract

Markus Christen, Sachin Gupta, John C. Porter, Richard Staelin, Dick R. Wittink, Using Market-Level Data to Understand Promotion Effects in a Nonlinear Model, Journal of Marketing Research, Vol. 34, No. 3 (Aug., 1997), pp. 322-334

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