Items where Author is "Sethuraman, R"

Book Chapter

Voleti, S and Sethuraman, R (2015) Are National Brands More Promotion Elastic Than Store Brands? In: Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics . Springer International Publishing, Cham, Switzerland, pp. 63-70. ISBN 9783319201818

Sethuraman, R and Raju, J S (2012) Private label strategies - Myths and realities. In: Handbook of Marketing Strategy. Edward Elgar Publishing Ltd., Cheltenham, UK, pp. 318-335. ISBN 9781849800983

Monograph

Voleti, S and Sethuraman, R (2015) Testing the Traditional View of National Brands and Store Brands: A Comparison of Response Elasticities and Intangible Brand Effects. Working Paper. SSRN.