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Author

Listed:
  • Magid Abraham

    (Information Resources, Inc.)

  • Leonard Lodish

    (The Wharton School, University of Pennsylvania)

Abstract

The comments by Kruger (Kruger, M. W. 1987. Commentary—Steps toward mastering trade promotions. 147–149.) and Struse (Struse, III, R. W. 1987. Commentary—Approaches to promotion evaluation: A practitioner's viewpoint. 150–151.) describe some important concepts and issues involved in improving trade promotion effectiveness. In this response we comment on some of our work that addresses those issues, and some areas where we may differ in emphasis.

Suggested Citation

  • Magid Abraham & Leonard Lodish, 1987. "Reply," Marketing Science, INFORMS, vol. 6(2), pages 152-153.
    • Handle: RePEc:inm:ormksc:v:6:y:1987:i:2:p:152-153
    DOI: 10.1287/mksc.6.2.152
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