Browsing by Author "Fred W. Morgan"
Now showing items 1-1 of 1
-
Managing Trade Promotions in the Context of Market Power
Jack J. Kasulis; Fred W. Morgan; David E. Griffith; James M. Kenderdine (Journal of the Academy of Marketing Science, 1999-07-01)The use of trade promotions as a channel-programming tool has increased substantially in the past decade. In focusing on the tactical implications of trade promotions, some firms appear to have underestimated the tendency ...