Modeling brand advertising with heterogeneous consumer response: channel implications (Q889559)
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scientific article; zbMATH DE number 6505786
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| English | Modeling brand advertising with heterogeneous consumer response: channel implications |
scientific article; zbMATH DE number 6505786 |
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Modeling brand advertising with heterogeneous consumer response: channel implications (English)
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9 November 2015
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advertising
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pricing
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distribution channel
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game theory
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heterogeneity
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marketing/OR interface
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