Harvard Business School7y
Impact of Sales Promotions on When, What, and How Much to Buy
Gupta, Sunil. "Impact of Sales Promotions on When, What, and How Much to Buy." Journal of Marketing Research (JMR) 25 (November 1988): 342–355. (Winner of William F. O'Dell Award For the Journal of ...
Warc7y
Long-term Profitability: Advertising versus Sales Promotion
Buzzell, Professor of Marketing at Harvard Business School. Again, the PIMS database was used ... and on which we had both advertising and promotion spending data. Sales promotion, as defined in PIMS, ...
Harvard Business School7y
Reflections on 'Impact of Sales Promotions on When, What, and How Much to Buy'
Gupta, Sunil. "Reflections on 'Impact of Sales Promotions on When, What, and How Much to Buy'." Journal of Marketing Research (JMR) 30 (November 1993): 522–524.