Planning Marketing-Mix Strategies in the Presence of Interaction Effects.
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| Title: | Planning Marketing-Mix Strategies in the Presence of Interaction Effects. |
|---|---|
| Authors: | Naik, Prasad A.1 panaik@ucdavis.edu, Raman, Kalyan2 k.raman@lboro.ac.uk, Winer, Russell S.3 rwiner@stern.nyu.edu |
| Source: | Marketing Science (INFORMS). Winter2005, Vol. 24 Issue 1, p25-34. 10p. 4 Charts. |
| Database: | Business Source Ultimate |
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