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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| Format: | Electronic Book Chapter |
| Language: | English |
| Published: |
Florence
Firenze University Press
2021
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| Series: | Proceedings e report
132 |
| Subjects: | |
| Online Access: | OAPEN Library: download the publication OAPEN Library: description of the publication |
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