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Available Issues

April 10, 2013 - May 11, 2026

Available Issues

April 10, 2013 - May 11, 2026

Reply

Published Online:1 May 1987https://doi.org/10.1287/mksc.6.2.154

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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