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~institution:"Economics Department, Ben Gurion University of the Negev"
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Economics Department, Ben Gurion University of the Negev
Université Paris-Dauphine (Paris IX)
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Advertising Versus Sales In Demand Creation
Hochman, Gal
;
Hochman, Oded
-
Economics Department, Ben Gurion University of the Negev
-
2009
contribute to its customers’ stock of
goodwill
. An advertising campaign precedes the firm’s sales when customers are not familiar …
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