In recent years, manufacturers have become increasingly disposed toward the use of sales promotions, often at the cost of advertising. Yet the long-term implications of these changes for brand profitability remain unclear. In this paper, we seek to offer insights into this important issue. We consider the questions of i) whether it is more desirable to advertise or promote, ii) whether it is be...

T what extent do firms engage in product line actions simultaneously with actions in other marketing variables? What are the determinants of product line actions? To what extent are product line actions proactive? To what degree are they reactive? How can a firm's product line action elasticity (percent change in product line length with respect to percent change in competitor's past and antici...

This paper uses a general method of moment regression technique to estimate an energy demand function with a dataset covering 71 countries between 1965 and 2010. The estimated results show that countries undergoing rapid economic growth may show relatively higher income and price elasticities in the long run. The higher income elasticities and lower price elasticity in the short run of rapid gr...