Take Turns or March in Sync? The Impact of the National Brand Promotion Calendar on Manufacturer and Retailer Performance.
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| Title: | Take Turns or March in Sync? The Impact of the National Brand Promotion Calendar on Manufacturer and Retailer Performance. |
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| Authors: | GUYT, JONNE Y.1 Jonne.Guyt@unisa.edu.au, GIJSBRECHTS, ELS2 e.gijsbrechts@tilburguniversity.edu |
| Source: | Journal of Marketing Research (JMR). Dec2014, Vol. 51 Issue 6, p753-772. 20p. |
| Database: | Business Source Ultimate |
| ISSN: | 00222437 |
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| DOI: | 10.1509/jmr.14.0193 |
