Working Papers

Managing Advertising and Promotion for Long-run Profitability

Kamel Jedidi, Carl F. Mela, and Sunil Gupta

Jan 1, 1998

Examines short- and long-term effects of promotions and advertising on consumers’ purchase behavior (choice and quantity) and, thus, on long-run profitability. Tests model using eight years of panel data. MSI Best Paper Award Winner

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