The long-term impact of promotion and advertising on consumer brand choice
By: Carl F. Mela, Sunil Gupta, Donald R. Lehmann.
Contributors: Gupta, Sunil.; Lehmann, Donald R.; Marketing Science Institute.
Series: Report / Marketing Science Institute -- no.96-127; Working paper
Publisher: Marketing Science Institute
Published: 1996
Place of publication: Cambridge, Mass
Language: eng