Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship
| Year of publication: |
2007
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| Authors: | Bass, Frank M. ; Bruce, Norris ; Majumdar, Sumit ; Murthi, B.P.S. |
| 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. 26.2007, 2, p. 179-195
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