Modeling heterogeneous effective advertising stock using single-source data
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Bibliographic InfoArticle provided by Springer in its journal Quantitative Marketing and Economics.
Volume (Year): 6 (2008)
Issue (Month): 4 (December)
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Web page: http://www.springerlink.com/link.asp?id=111240
Advertising threshold effects; Advertising stock; Duration time; Effective reach; Nonlinear utility function; MCMC; Heterogeneity; Single-source data; M37; M31;
Find related papers by JEL classification:
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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