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Measuring the effect of retail store promotions on brand and store substitution

Author: V Kumar; Robert P Leone; Marketing Science Institute. Research Program.
Publisher: Cambridge, Mass. : Marketing Science Institute, [1989]
Series: Report (Marketing Science Institute), no. 89-100.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: V Kumar; Robert P Leone; Marketing Science Institute. Research Program.
OCLC Number: 19498214
Notes: Cover title.
"Reprinted with permission from the 'Journal of marketing research' vol. XXV (May 1988)"--1st prelim page.
"Marketing Science Institute, Research Program"--Cover.
Description: pages 178-185 ; 28 cm.
Series Title: Report (Marketing Science Institute), no. 89-100.
Responsibility: V. Kumar and Robert P. Leone.

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