Measuring the Time-Varying Response to Marketing Communication Instruments
A hallmark of the marketing environment is its dynamic nature. Market behavior in response to a firms marketing efforts is rarely constant, expecially for new products. The market needs more information early in the life of a product than it does later. Also, different segments of the population are...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
1980
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1678 https://www.gsb.stanford.edu/faculty-research/working-papers/measuring-time-varying-response-market-communication-instruments |
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| Institution: | Singapore Management University |
| Language: | English |