November 1, 1999Journal of Marketing Research151 citations

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

MDMarnik G. Dekimpe DHDominique M. Hanssens

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Marnik G. Dekimpe, Dominique M. Hanssens, Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability, Journal of Marketing Research, Vol. 36, No. 4 (Nov., 1999), pp. 397-412

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synapsesocial.com/papers/6a228f9f98a3c918eb542af1 https://doi.org/https://doi.org/10.2307/3151996

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