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Chapter The effectiveness of marketing tools in a consumer goods market in It…
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Tassinari, GiorgioPanarello, Demetrio

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 reference to tea-based beverages in Italy in the period November 2010 – October 2015. This analysis will …

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9788855184618
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