Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble's Value Pricing Strategy

Autor:	Ailawadi, Kusum L., Lehmann, Donald R., Neslin, Scott A.
Zdroj:	Journal of Marketing, 2001 Jan 01. 65(1), 44-61.
Databáze:	JSTOR Journals
Externí odkaz:	https://www.jstor.org/stable/3203405 Zobrazit plný text záznamu