Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability
| Year of publication: |
1999
|
|---|---|
| Authors: | Dekimpe, Marnik G. ; Hanssens, Dominique M. |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 36.1999, 4, p. 397-412
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