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How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities

Sethuraman, Raj ; Tellis, Gerard J. ; Briesch, Richard A.

Journal of Marketing Research, 1 June 2011, Vol.48(3), pp.457-471 [Rivista Peer Reviewed]

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Material Type:
Articolo
Aggiungi allo Scaffale Elettronico

How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities

Sethuraman, Raj ; Tellis, Gerard J. ; Briesch, Richard A.

Journal of Marketing Research, 1 June 2011, Vol.48(3), pp.457-471 [Rivista Peer Reviewed]

Archival Journals (JSTOR)

Fulltext disponibile

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