The long-term impact of promotion and advertising on consumer brand choice : working paper

Author(s)

• Mela, Carl F.
• Gupta, S. K.
• Lehmann, Donald R.
• Marketing Science Institute

Bibliographic Information

The long-term impact of promotion and advertising on consumer brand choice : working paper

Carl F. Mela, Sunil Gupta, Donald R. Lehmann

（Report / Marketing Science Institute, no. 96-127）

Marketing Science Institute, 1996

Note

References: p. 31-33

• NCID: BA34213072
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Cambridge, Mass.
• Pages/Volumes: 33 p.
• Size: 28 cm
• Parent Bibliography ID:
  • BA07416951