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Assessing the Impact of Short-Term Supermarket Strategy Variables
J. B. Wilkinson, J. Barry Mason and Christie H. Paksoy
Journal of Marketing Research
Vol. 19, No. 1 (Feb., 1982), pp. 72-86
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151532
Page Count: 15
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The authors examine the relative importance of temporary price reductions, display alternatives, and newspaper advertising to unit sales of supermarket products. The research was conducted as an in-store pricing experiment characterized by a factorial design.
Journal of Marketing Research © 1982 American Marketing Association