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Presentations at an Academic or Professional conference (1994)

Etude comparative de mesures d'impact de promotion de ventes

INDJEHAGOPIAN Jean-Pierre , MACE S.

Measuring the impact of sales promotion campaigns and analysing the ensuing results over a period of time represents a critical task for a product manager. This paper applies and compares three statistical approaches which assess the impact of promotions on the sales of a product.

INDJEHAGOPIAN, J.P. and MACE, S. (1994). Etude comparative de mesures d'impact de promotion de ventes.