A MICROMODELING APPROACH TO INVESTIGATE THE ADVERTISING-SALES RELATIONSHIP

被引：44

作者：

BLATTBERG, RC

JEULAND, AP

机构：

来源：

关键词：

D O I：

10.1287/mnsc.27.9.988

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

引用

页码：988 / 1005

页数：18

共 12 条

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BASS, FM ;

CLARKE, DG .

[2]

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[3]

BASS FM, 1979, STOCHASTIC BRAND CHO

CLARKE, DG .

[5]

LAMBIN JJ, 1975, ADVERTISING COMPETIT

[6] EMPIRICAL STUDIES ON INDIVIDUAL RESPONSE TO EXPOSURE PATTERNS [J].

LODISH, LM .

[7]

PALDA K, 1964, MEASUREMENT CUMULATI

[8]

Schmalensee R., 1972, EC ADVERTISING

[9]

THEIL H, 1971, PRINCIPLES ECONOMETR, P392

WINDAL, PM ;

WEISS, DL .