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
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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​

.)

About The Author

Sunil Gupta

Marketing
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