Advertising Decision Rules in a Multibrand Environment:...

Journal of Marketing Research 1978 / 02 Vol. 15; Iss. 1

Advertising Decision Rules in a Multibrand Environment: Optimal Control Theory and Evidence

Mario J. Picconi and Charles L. Olson
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Volume:
15
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.2307/3150403
Date:
February, 1978
File:
PDF, 464 KB
english, 1978
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