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Measuring long-run marketing effects and their implications for long-run marketing decisions

  • Bart Bronnenberg
  • Jean Dubé
  • Carl Mela

    ()

  • Paulo Albuquerque
  • Tulin Erdem
  • Brett Gordon
  • Dominique Hanssens
  • Guenter Hitsch
  • Han Hong
  • Baohong Sun

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File URL: http://hdl.handle.net/10.1007/s11002-008-9055-0
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Article provided by Springer in its journal Marketing Letters.

Volume (Year): 19 (2008)
Issue (Month): 3 (December)
Pages: 367-382

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Handle: RePEc:kap:mktlet:v:19:y:2008:i:3:p:367-382
Contact details of provider: Web page: http://www.springerlink.com/link.asp?id=100312

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  28. Martin Pesendorfer & Philipp Schmidt-Dengler, 2008. "Asymptotic Least Squares Estimators for Dynamic Games -super-1," Review of Economic Studies, Oxford University Press, vol. 75(3), pages 901-928.
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  30. Michael L. Katz & Carl Shapiro, 1994. "Systems Competition and Network Effects," Journal of Economic Perspectives, American Economic Association, vol. 8(2), pages 93-115, Spring.
  31. Tülin Erdem & Michael P. Keane, 1996. "Decision-Making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets," Marketing Science, INFORMS, vol. 15(1), pages 1-20.
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