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

MG (Marnik) Dekimpe, DM Hanssens

Research output: Contribution to journal › Article › Academic › peer-review

Original language	Undefined/Unknown
Pages (from-to)	397-412
Number of pages	15
Journal	Journal of Marketing Research
Volume	36
Issue number	November
Publication status	Published - 1999
Externally published	Yes

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

Cite this

@article{3735c426955f4f0a9870d93bc1d94f39,

title = "Sustained Spending and Persistent Response: A New Look at Long-term Marketing Profitability",

author = "Dekimpe, {MG (Marnik)} and DM Hanssens",

note = "Lead article & winner of the 2000 Paul E. Green Best Paper Award",

year = "1999",

language = "Undefined/Unknown",

volume = "36",

pages = "397--412",

journal = "Journal of Marketing Research",

issn = "0022-2437",

publisher = "American Marketing Association",

number = "November",

}

TY - JOUR

T1 - Sustained Spending and Persistent Response: A New Look at Long-term Marketing Profitability

AU - Dekimpe, MG (Marnik)

AU - Hanssens, DM

N1 - Lead article & winner of the 2000 Paul E. Green Best Paper Award

PY - 1999

Y1 - 1999

M3 - Article

SN - 0022-2437

VL - 36

SP - 397

EP - 412

JO - Journal of Marketing Research

JF - Journal of Marketing Research

IS - November

ER -