Sustained spending and persistent response
Subtitle: a new look at long-term marketing profitability
By: Marnik G. Dekimpe, Dominique M. Hanssens.
Contributors: Hanssens, Dominique M.; Marketing Science Institute.
Series: Working paper
Publisher: Marketing Science Institute
Published: 1997
Place of publication: Cambridge, Mass
Language: eng
Notes: Report no.97-102.