Chapter The effectiveness of marketing tools in a consumer goods market in Italy during the Great Recession (2010-2015)

In the case of markets characterized by a stationary primary demand, the relevant dimension for measuring a company's success is represented by market shares. The paper aims to build and comment on a model that gauges the competitive effects of marketing maneuvers on market shares, with referen...

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Autor principal: Tassinari, Giorgio (auth)
Otros Autores: Panarello, Demetrio (auth)
Formato: Electrónico Capítulo de libro
Lenguaje:inglés
Publicado: Florence Firenze University Press 2021
Colección:Proceedings e report
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