Evaluating the Impact of Advertising Media Plans: A Model...

Evaluating the Impact of Advertising Media Plans: A Model of Consumer Purchase Dynamics Using Single-Source Data

James H. Pedrick and Fred S. Zufryden
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Volume:
10
Language:
english
Journal:
Marketing Science
DOI:
10.2307/183801
Date:
January, 1991
File:
PDF, 603 KB
english, 1991
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