Determining the optimal return on investment for an advertising campaign
| Year of publication: |
1996
|
|---|---|
| Authors: | Danaher, P.J. ; Rust, R.T. |
| Published in: |
European journal of operational research : EJOR. - Amsterdam : Elsevier, ISSN 0377-2217, ZDB-ID 2430034. - Vol. 95.1996, 3, p. 511-521
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