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Research papers

Understanding promotion effectiveness and profitability

This paper introduces and explains a process for analyzing and understanding promotion effectiveness and profitability combining the use of information sources, state-of-the-art modeling techniques and procedures. The problems of simply managing...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Kenneth J. Wisniewski, Phillip A. Cartwright
Companies: Nielsen, Ernst and Young Services Pty Ltd
September 1, 1996
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Citation

Wisniewski and Cartwright (1996a, September 01). Understanding promotion effectiveness and profitability . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-promotion-effectiveness-and-profitability-