Optimal Advertising When Envisioning a Product-Harm Crisis
| Year of publication: |
2011
|
|---|---|
| Authors: | Rubel, Olivier ; Naik, Prasad A. ; Srinivasan, Shuba |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 30.2011, 6 (16.8.), p. 1048-1066
|