Modeling heterogeneous effective advertising stock using single-source data
| Year of publication: |
2008
|
|---|---|
| Authors: | Terui, Nobuhiko ; Ban, Masataka |
| Published in: |
Quantitative Marketing and Economics. - Springer, ISSN 1570-7156. - Vol. 6.2008, 4, p. 415-438
|
| Publisher: |
Springer |
| Subject: | Advertising threshold effects | Advertising stock | Duration time | Effective reach | Nonlinear utility function | MCMC | Heterogeneity | Single-source data |
| Extent: | text/html |
|---|---|
| Type of publication: | Article |
| Source: |
Persistent link: https://www.econbiz.de/10005701832