The Anatomy of the Advertising Budget Decision: How...

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Journal of Marketing Research 2020 / 03

The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance

Kolsarici, Ceren, Vakratsas, Demetrios, Naik, Prasad A.
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Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1177/0022243720907578
Date:
March, 2020
File:
PDF, 654 KB
english, 2020
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