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The anatomy of the advertising budget decision : how analytics and heuristics drive sales performance
Kolsarici, Ceren
;
Vakratsas, Demetrios
;
Naik, Prasad A.
- In:
Journal of marketing research
57
(
2020
)
3
,
pp. 468-488
Persistent link: https://www.econbiz.de/10012214144
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