Explaining competitive reaction effects

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Leeflang, P.S.H.; Wittink, D.R.;
  • Subject: competitive reaction | cross-brand effect | own-brand effect | SUPERMARKET SCANNING DATA | MARKETING MIX REACTIONS | RESPONSE-TIME | PRODUCT ENTRY | BEHAVIOR | PREDICTORS | STRATEGIES | SALES | PRICE | Top

Changes in promotional expenditure decisions for a brand, as in other marketing decisions, should be based on the expected impact on purchase and consumption behavior as well as on the likely reactions by competitors. Purchase behavior may be predicted from estimated de... View more
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