1990
Evaluating the Impact of Type, Timing, Frequency and Magnitude of Promotions on Brand Sales
March 01' 1990
Urbana-Champaign, IL
Explaining the Variation in the Correlates of Advertising and Promotional Expenditures to Sales across Consumer, Industrial and Service Markets: A Theoretical and Analytical Framework
March 1990
Urbana-Champaign, IL
About Dr. V. Kumar
Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management...
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of the...