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How world-of-mouth advertising works
Dichter, Ernest - In: Harvard business review : HBR 44 (1966) 6, pp. 147-166
Persistent link: https://www.econbiz.de/10002065598
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Assessing the long-term value of advertising
Dhalla, Nariman K. - In: Harvard business review : HBR 56 (1978) 1, pp. 87-95
Persistent link: https://www.econbiz.de/10002060097
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Must advertising communicate to sell?
Ramond, Charles K. - In: Harvard business review : HBR 43 (1965) 5, pp. 148-159
Persistent link: https://www.econbiz.de/10002679723
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How prices, ad expenditures, and profits are linked
Farris, Paul W.; Reibstein, David J. - In: Harvard business review : HBR 57 (1979) 6, pp. 173-184
Persistent link: https://www.econbiz.de/10002136564
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What is the real impact of advertising?
Lambin, Jean-Jacques - In: Harvard business review : HBR 53 (1975) 3, pp. 139-147
Persistent link: https://www.econbiz.de/10002399401
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Better results from retail advertising
Whitney, John O. - In: Harvard business review : HBR 48 (1970) 3, pp. 111-120
Persistent link: https://www.econbiz.de/10003005220