Sustained spending and persistent response: A new look at long-term marketing profitability

M.G. Dekimpe, D. Hanssens

Research output: Contribution to journalArticleProfessional

233 Citations (Scopus)
Original languageEnglish
Pages (from-to)397-412
JournalJournal of Marketing Research
Volume36
Issue number4
Publication statusPublished - 1999
Externally publishedYes

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