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
Copyright date: 1998
Subjects: Advertising; Management; Sales promotion; Marketing
Notes: "Technical working paper."

"December 1998."

Includes bibliographical references (p. 41-44).