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The Cross Attributes Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments A choice model that relaxes the Invariant Proportion of Substitution (IPS) property is shown to more accurately measure gains from marketing mix instruments / Liu, Qiang; Steenburgh, Thomas J.; Gupta, Sachin / Institute for operations research and the managemet sciences(INFORMS) / Marketing science : the marketing journal of TIMS/ORSA / 144-159 / 2015
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