Estimating Dynamics Effects of Market Communication Expenditures
This paper is concerned with the problem of measuring market response to a communications mix--the various means which a firm employs to transmit sales messages to potential buyers. Distributed lag models are applied to time series data for an ethical drug to estimate the short-run, intermediate, an...
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| 格式: | text |
| 語言: | English |
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Institutional Knowledge at Singapore Management University
1972
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| 在線閱讀: | https://ink.library.smu.edu.sg/lkcsb_research/2320 https://proquest.umi.com/pqdweb?did=618075091&sid=12&Fmt=2&clientId=44274&RQT=309&VName=PQD |
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