The brand switching fraction of promotion effects
Subtitle: unit sales versus elasticity decompoositions
By: Harald J. van Heerde, Sachin Gupta, and Dick R. Wittink
Contributors: Gupta, Sachin; Wittink, Dick R.
Series: Working paper -- report no. 02-116; Report (Marketing Science Institute) -- no. 02 116
Publisher: Marketing Science Institute
Published: 2002
Place of publication: Cambridge, MA (1000 Massachusetts Avenue, Cambridge 02138)
Language: eng
Number of pages: 31
Subjects: Brand choice; Mathematical models; Sales promotion
Notes: "Working paper series."

Includes bibliographical references (p. 29-31).