The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds - Advertising spending for durables can exhibit thresholds beneath which it is essentially ineffective.
Year of publication: |
2004
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Authors: | Vakratsas, Demetrios ; Feinberg, Fred M. ; Bass, Frank M. ; Kalyanaram, Gurumurthy |
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. 23.2004, 1, p. 109-119
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