Journal of Marketing Research · 1994 · 251 citations · 28 references
BusinessBusiness EconomicsMarketingAdvertisingMarketing StrategyStrategic MarketingCompetitive PricingDifferentiation AdvantageNonprice CompetitionPrice CompetitionProduct DifferentiationSales PromotionAdvertising DifferentiationMarketing PromotionOwn-price ElasticityPrice Competition AnalysisPrice Promotion EffectsPromotional Pricing EffectsUniqueness Thesis
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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Specification Tests in Econometrics
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