UNTANGLING THE EFFECTS OF PURCHASE REINFORCEMENT AND ADVERTISING CARRYOVER

被引：65
作者：
GIVON, M [1 ]
HORSKY, D [1 ]
机构：
[1] UNIV ROCHESTER, WILLIAM E SIMON GRAD SCH BUSINESS ADM, ROCHESTER, NY 14627 USA
来源：
MARKETING SCIENCE | 1990年 / 9卷 / 02期
关键词：
D O I：
10.1287/mksc.9.2.171
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
引用
收藏
页码：171 / 187
页数：17
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