Current affiliation: Darden School of BusinessSubject: Business & ManagementPrimary location: United States
Published in:Marketing SciencePublication date:2014-03-01
Published in:Marketing SciencePublication date:2015-01-01
This paper provides a method to understand whether marketing investments lead to market expansion or share stealing from other brands. It also show...
Published in:Management SciencePublication date:2017-07-17