Long-term profit impact of integrated marketing communications program

Review of Marketing Science

Volumn 2, Issue , 2004, Pages 191-213

  Raman, Kalyan ^a   Naik, Prasad A ^b  

^a LOUGHBOROUGH UNIVERSITY   (United Kingdom)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Marketing communications; Stochastic optimal control; Synergy

Indexed keywords

EID: 13444293513     PISSN: 15465616     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Review

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