Competitive reactions to advertising and promotion attacks

Article English OPEN
Jan-Benedict E. M. Steenkamp; Vincent R. Nijs; Dominique M. Hanssens; Marnik G. Dekimpe;
  • Journal: Marketing Science, volume 24, issue 1 September, pages 35-54
  • Related identifiers: doi: 10.1287/mksc.1040.0069
  • Subject: empirical generalizations, advertising and price-promotion effects, competitive strategy, time-series analysis

How do competitors react to each other's price-promotion and advertising attacks? What are the reasons for the observed reaction behavior? We answer these questions by performing a large-scale empirical study on the short-run and long-run reactions to promotion and adve... View more
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