The long-term impact of promotion and advertising on consumer brand choice
Year of publication: |
1996
|
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Authors: | Mela, Carl F. ; Gupta, Sunil ; Lehmann, Donald R. |
Publisher: |
Cambridge, Mass. |
Subject: | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Markenartikel | Brand | Verkaufsförderung | Sales promotion |
Extent: | 33 S |
---|---|
Series: | Report / Marketing Science Institute. - Cambridge, Mass. : MSI, ZDB-ID 1178648-6. Report / Marketing Science Institute / Marketing Science Institute ; 96,127 : Working paper |
Type of publication: | Book / Working Paper |
Language: | English |
Source: | ECONIS - Online Catalogue of the ZBW |
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