How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities
| Year of publication: |
2011
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|---|---|
| Authors: | Sethuraman, Raj ; Tellis, Gerard J ; Briesch, Richard A |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 48.2011, 3, p. 457-472
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