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Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness
Hogan, John E.; Lemon, Katherine N.; Libai, Barak - In: Journal of advertising research 44 (2004) 3, pp. 271-280
Persistent link: https://www.econbiz.de/10006503564
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BOOK REVIEW - Driving Customer Equity
Kidd, Pat; Rust, Roland T.; Zeithaml, Valerie A.; … - In: Journal of advertising research 40 (2000) 5, pp. 54-55
Persistent link: https://www.econbiz.de/10006514503
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Determining the Optimal Level of Media Spending
Danaher, Peter J.; Rust, Roland T. - In: Journal of advertising research 34 (1994) 1, pp. 28-34
Persistent link: https://www.econbiz.de/10006536629
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The Impact of Cable and VCR Penetration on Network Viewing: Assessing the Decade
Krugman, Dean M.; Rust, Roland T. - In: Journal of advertising research 33 (1993) 1, pp. 67-73
Persistent link: https://www.econbiz.de/10006540312