Planning Media Schedules in the Presence of Dynamic Advertising Quality - Advertising quality can wear out -- So, take a break before going on!
Year of publication: |
1998
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Authors: | Naik, Prasad A. ; Mantrala, Murali K. ; Sawyer, Alan G. |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 17.1998, 3, p. 214-235
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