Sustained spending and persistent response: A new look at long-term marketing profitability

Journal of Marketing Research

Volumn 36, Issue 4, 1999, Pages 397-412

  Dekimpe, Marnik G ^a   Hanssens, Dominique M ^b  

^a UNIVERSITY OF LEUVEN   (Belgium)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0033236252     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.2307/3151996     Document Type: Article

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