Reply—Reflections on Advertising Pulsing Policies for Generating Awareness for New Products

We are indebted to John Little (Little, J. D. C. 1986. Comments. 107–108.) and Hugh Zielske (Zielske, H. A. 1986. Comments. 109.) for their valuable comments on our paper. Some of the comments merit further clarification and our response to these comments is provided below.

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Year of publication:	1986
Authors:	Mahajan, Vijay ; Muller, Eitan
Published in:	Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 5.1986, 2, p. 110-111
Publisher:	Institute for Operations Research and the Management Sciences - INFORMS

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Extent:	application/pdf
Type of publication:	Article
Other identifiers:	10.1287/mksc.5.2.110 [DOI]
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008787672