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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
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The right metrics for marketing-mix decisions
Mintz, Ofer
;
Gilbride, Timothy J.
;
Lenk, Peter J.
; …
- In:
International journal of research in marketing : IJRM ; …
38
(
2021
)
1
,
pp. 32-49
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