Determining the optimal return on investment for an advertising campaign
| Year of publication: |
1997
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|---|---|
| Authors: | Danaher, Peter J. ; Rust, Roland T. |
| Published in: |
Operations research, Management science : OR MS ; the international literature digest. - Davenport, Iowa : Executive Sciences Institute, ISSN 0030-3658, ZDB-ID 207381x. - Vol. 37.1997, 3, p. 297-300
|