Recovering Measures of Advertising Carryover from Aggregate...

Marketing Science 1988 / 08 Vol. 7; Iss. 3

Recovering Measures of Advertising Carryover from Aggregate Data: The Role of the Firm's Decision Behavior

Russell, Gary J.
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Volume:
7
Language:
english
Journal:
Marketing Science
DOI:
10.1287/mksc.7.3.252
Date:
August, 1988
File:
PDF, 1.16 MB
english, 1988
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