Title

Trade Promotions a Call For a More Rational Approach

Publication Type

Journal Article

Publication Date

1995

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Business Horizons

Volume

38

Issue

4

First Page

69

Last Page

76

ISSN

0007-6813

Identifier

10.1016/0007-6813(95)90011-X

Publisher

Elsevier