Asymmetric promotion effects and brand positioning

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@article{643c5287dc48488eb00158977c4fa9a3,

title = "Asymmetric promotion effects and brand positioning",

author = "B.J.J.A.M. Bronnenberg and L. Wathieu",

year = "1996",

language = "English",

volume = "15",

pages = "379--394",

journal = "Marketing Science",

issn = "0732-2399",

publisher = "INFORMS Institute for Operations Research and the Management Sciences",

number = "4",

}