Evaluating the Impact of Advertising Media Plans: A Model of Consumer Purchase Dynamics Using Single-Source Data
Pedrick, James H., Zufryden, Fred S.Volume:
10
Language:
english
Journal:
Marketing Science
DOI:
10.1287/mksc.10.2.111
Date:
May, 1991
File:
PDF, 1.16 MB
english, 1991