Does Lag Structure Really Matter in Optimizing Advertising Expenditures?
Year of publication: |
1979
|
---|---|
Authors: | Bultez, Alain V. ; Naert, Philippe A. |
Published in: |
Management Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0025-1909. - Vol. 25.1979, 5, p. 454-465
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | advertising | generalized lag structure | optimization |
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