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

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References

1978Specification Tests in Econometrics18,788 cited
1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
2019American Economic Review10,902 cited
1989Theory of Industrial Organization.5,142 cited
1974Advertising as Information3,430 cited
1956Barriers to New Competition2,640 cited
1983A Logit Model of Brand Choice Calibrated on Scanner Data1,806 cited
1989Handbook of Industrial Organization1,587 cited
1934The Concept of Monopoly and the Measurement of Monopoly Power1,190 cited
1972Microeconomic theory: basic principles and extensions1,137 cited
1990Sales Promotion: Concepts, Methods and Strategies846 cited
1988The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales564 cited
1978Impact of Deals and Deal Retraction on Brand Switching405 cited
1983Defensive Marketing Strategies347 cited
1975Advertising and market power246 cited
1989An Alternative Explanation for Lower Repeat Rates after Promotion Purchases172 cited

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Cited by

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2005Incorporating Strategic Consumer Behavior into Customer Valuation110 cited
1998Assessing long-term promotional influences on market structure107 cited
2021How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products98 cited
2002An approach to branding services94 cited
2020Strategic agility in innovation: Unpacking the interaction between entrepreneurial orientation and absorptive capacity by using practice theory93 cited
2010Assessing Advertising Efficiency83 cited
2010Consumption Effects of Bundling: Consumer Perceptions, Firm Actions, and Public Policy Implications72 cited
2014Private Label Imitation of a National Brand: Implications for Consumer Choice and Law68 cited
2006The Neglect of Prescreening Information64 cited
2019Experimentation and startup performance: Evidence from A/B testing59 cited
2011The Effect Of Promotion Type And Benefit Congruency On Brand Image57 cited
2010Product Variety, Informative Advertising, and Price Competition53 cited