Untangling the Effects of Purchase Reinforcement and Advertising Carryover
Year of publication: |
1990
|
---|---|
Authors: | Givon, Moshe ; Horsky, Dan |
Published in: |
Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 9.1990, 2, p. 171-187
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | advertising | lagged effect | purchase feedback |
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