Hanssens, D.M.

marketing brand effect promotion price advertising market model reaction price promotions category impact retailer research hanssen revenue performance price promotion dekimpe manufacturer response series journal elasticity variable value cross-sale persistence marketing science modeling franse product attack table result period consumer action customer effectiveness management level margin persistence modeling shock pauwel number label business defender srinivasan share philip store philip hans franses marketing research science function equity retaliation elasticitie dominique m analysis attacker dunhwlqj behavior intensity power customer equity paper study market shares time-serie cointegration marketing actions cross-sales effects measure brand equity cross-sales elasticity store traffic