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Marketing Science · 1987 · Volume 6 · Issue 2
Abstract
Author's reply to comments by Kruger (Kruger, M. W. 1987. Commentary—Steps toward mastering trade promotions. Marketing Sci. 6 147–149.) and Struse (Struse, III, R. W. 1987. Commentary—Approaches to promotion evaluation: A practitioner's viewpoint. Marketing Sci. 6 150–151.).
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