May 1998
Article
International Journal of Research in Marketing

Assessing Long-Term Promotional Influences on Market Structure

By: Carl Mela, Sunil Gupta and Kamel Jedidi

Format:Print
| Pages:20

Keywords

Power and Influence; Markets; Product Marketing

Citation

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