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 Report -- no. 97-102; Report (Marketing Science Institute) -- no. 97-102
Publisher: Marketing Science Institute
Published: 1997
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 41
Subjects: Marketing -- Management; Profit
Notes: "April 1997."

Includes bibliographical references (p. 39-41)