Riding the Waves: Revealing the Impact of Intra-Year Category Demand Cycles on Advertising and Pricing Effectiveness

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9 Citaten (Scopus)

43 Downloads (Pure)

Originele taal-2	English
Pagina's (van-tot)	171-186
Aantal pagina's	16
Tijdschrift	Journal of Marketing Research
Volume	54
Nummer van het tijdschrift	2
DOI's	https://doi.org/10.1509/jmr.14.0576
Status	Published - apr.-2017

Toegang tot document

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title = "Riding the Waves: Revealing the Impact of Intra-Year Category Demand Cycles on Advertising and Pricing Effectiveness",

author = "Maarten Gijsenberg",

year = "2017",

month = apr,

doi = "10.1509/jmr.14.0576",

language = "English",

volume = "54",

pages = "171--186",

journal = "Journal of Marketing Research",

issn = "0022-2437",

publisher = "AMER MARKETING ASSOC",

number = "2",

}

TY - JOUR

T1 - Riding the Waves

T2 - Revealing the Impact of Intra-Year Category Demand Cycles on Advertising and Pricing Effectiveness

AU - Gijsenberg, Maarten

PY - 2017/4

Y1 - 2017/4

U2 - 10.1509/jmr.14.0576

DO - 10.1509/jmr.14.0576

M3 - Article

VL - 54

SP - 171

EP - 186

JO - Journal of Marketing Research

JF - Journal of Marketing Research

SN - 0022-2437

IS - 2

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