Jorge González

Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

Ivan A. Guitart, S. Stremersch, Jorge González, 2018, International Journal of Research in Marketing.

Which Categories and Brands to Promote with Targeted Coupons to Reward and to Develop Customers in Supermarkets

Jorge González, Ignacio Osuna, M. Capizzani, 2016 .

Can branded drugs benefit from generic entry? The role of detailing and price in switching to non-bioequivalent molecules

C. Sismeiro, S. Dutta, Jorge González, 2008 .

Can Branded Drugs Benefit from Generic Entry? Switching to Non-Bioequivalent Molecules and the Role of Physician Response to Detailing and Prices

C. Sismeiro, S. Dutta, Jorge González, 2008 .