## Abstract This paper discusses recent advances in advertising response models and identifies new opportunities for managerially relevant research. First, it establishes that recent research has shifted attention from topics such as duration of advertising effects in mature markets and shortβterm
β¦ LIBER β¦
Comment on advertising response models with managerial impact: an agenda for the future
β Scribed by Tim Ambler
- Publisher
- John Wiley and Sons
- Year
- 2005
- Tongue
- English
- Weight
- 48 KB
- Volume
- 21
- Category
- Article
- ISSN
- 1524-1904
- DOI
- 10.1002/asmb.570
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