Lee, Nick; Cadogan, John - In: European Journal of Marketing 50 (2016) 11, pp. 1959-1968
Purpose This paper provides a balanced commentary on Rossiter’s paper “How to use C-OAR-SE to design optimal standard measures” in this issue of the “European Journal of Marketing”. It also relates the comments in general to Rossiter’s other C-OAR-SE work and throws light on a number...