Building Brands
Year of publication: |
2008
|
---|---|
Authors: | Ataman, M. Berk ; Mela, Carl F. ; Heerde, Harald J. van |
Published in: |
Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 27.2008, 6, p. 1036-1054
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | diffusion | new products | marketing mix | dynamic linear model | empirical generalization |
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