Sustained Spending and Persistent Response: A New Look at Long-term Marketing Profitability

MG (Marnik) Dekimpe, DM Hanssens

Research output: Contribution to journalArticleAcademicpeer-review

Original languageUndefined/Unknown
Pages (from-to)397-412
Number of pages15
JournalJournal of Marketing Research
Issue numberNovember
Publication statusPublished - 1999
Externally publishedYes

Bibliographical note

Lead article & winner of the 2000 Paul E. Green Best Paper Award

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