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

Research output: Contribution to journal › Article › Professional

Original language	English
Pages (from-to)	397-412
Journal	Journal of Marketing Research
Volume	36
Issue number	4
Publication status	Published - 1999
Externally published	Yes

Cite this

@article{f20ade952575497093746c485f636748,

title = "Sustained spending and persistent response: A new look at long-term marketing profitability",

author = "M.G. Dekimpe and D. Hanssens",

year = "1999",

language = "English",

volume = "36",

pages = "397--412",

journal = "Journal of Marketing Research",

issn = "0022-2437",

publisher = "American Marketing Association",

number = "4",

}