Work

Disentangling the effects of promotion mix on new product sales: An examination of disaggregated drivers and the moderating effect of product class

Year: 2018

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2018.05.020

Authors: Malika Chaudhuri, Roger J. Calantone, Clay M. Voorhees, Seth Cockrell

Institutions: University of Dayton, Michigan State University, University of Alabama, Wichita State University

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2808990503

FWCI: 4.472

Cites: 41

Cited by: 28

Related to: 10