Why the Generalized Bass Model leads to odd optimal advertising policies
Year of publication: |
2011
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Authors: | Fruchter, Gila E. ; Van den Bulte, Christophe |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 6226917. - Vol. 28.2011, 3, p. 218-231
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