1. Kurtz, D.L. Contemporary Marketing, 15th ed. South-Western Cengage Learning, Mason (2012)
2. Goad, N., Robinson, J., Callersten, J.A., Malby, A., Opstrup, J.: How Retailers Can Improve Promotion Effectiveness: A Four-Part Approach to Generating Growth. Boston Consulting Group (2015)
3. Borden, N.H.: The concept of the marketing mix. J. Advert. Res. 4(1), 2–7 (1964)
4. Hanssens, D.M., Picard, N., Antoniou, C., de Palma, A.: Econometric models. Hist. Mark. Sci. 3(27), 1–48 (2010)
5. Gupta, S.: Impact of sales promotions on when, what, and how much to buy. J. Mark. Res. 25(4), 342–355 (1988)