Guyt, J. and Gijsbrechts, E. (2018). On consumer choice patterns and the net impact of feature promotions International Journal of Research in Marketing, 35(3):490--508.
3 key publications
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Giesecke, K., Liberali, G., Nazerzadeh, H., Shanthikumar, G. and Teo, C.(. (2018). Special Issue on Data-Driven Prescriptive Analytics Management Science, 64(6):2972--2972. -
Guitart, I., Gonzalez, J. and Stremersch, S. (2018). Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity International Journal of Research in Marketing, 35(3):471--489.