Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • 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
ShareBar

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​.)
  • Find it at Harvard

About The Author

Sunil Gupta

Marketing
→More Publications

More from the Authors

    • April 2022
    • Faculty Research

    Mastercard Labs (B)

    By: Linda A. Hill, Sunil Gupta, Emily Tedards and Julia Kelley
    • April 2022
    • Faculty Research

    Mastercard: Creating a World Beyond Cash

    By: Sunil Gupta, Linda A. Hill, Julia Kelley and Emily Tedards
    • April 2022 (Revised May 2022)
    • Faculty Research

    Mastercard Labs (A)

    By: Linda A. Hill, Sunil Gupta, Emily Tedards and Julia Kelley
More from the Authors
  • Mastercard Labs (B) By: Linda A. Hill, Sunil Gupta, Emily Tedards and Julia Kelley
  • Mastercard: Creating a World Beyond Cash By: Sunil Gupta, Linda A. Hill, Julia Kelley and Emily Tedards
  • Mastercard Labs (A) By: Linda A. Hill, Sunil Gupta, Emily Tedards and Julia Kelley
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Digital Accessibility
Copyright © President & Fellows of Harvard College