Advertising Impact Generalizations in a Marketing Mix Context

Dominique M. Hanssens

This paper reviews and summarises a recent book issued by the Marketing Science Institute (MSI): Empirical Generalizations about Marketing Impact.

Advertising Impact Generalizations In a Marketing Mix Context

Dominique M. HanssensAnderson School of Management, University of California, Los Angeles

The Marketing Science Institute (MSI) recently released Empirical Generalizations about Marketing Impact,...

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