Article | International Journal of Research in Marketing | May 1998

Assessing Long-Term Promotional Influences on Market Structure

by Carl Mela, Sunil Gupta and Kamel Jedidi

Keywords: Power and Influence; Markets; Product Marketing;

Citation:

Mela, Carl, Sunil Gupta, and Kamel Jedidi. "Assessing Long-Term Promotional Influences on Market Structure." International Journal of Research in Marketing 15, no. 2 (May 1998): 89–108. (Winner of International Journal of Research in Marketing. Best Paper Award.)