Managing advertising and promotion for long-run profitability
By: Kamel Jedidi, Carl F. Mela, Sunil Gupta
Contributors: Mela, Carl F; Gupta, Sunil, 1958-
Series: Report -- no. 98-132; Report (Marketing Science Institute) -- no. 98-132
Publisher: Marketing Science Institute
Published: 1998
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 44
Subjects: Advertising -- Management; Sales promotion -- Management; Marketing -- Management
Notes: "Technical working paper."

"December 1998."

Includes bibliographical references (p. 41-44)