"Brand Performance Volatility from Marketing Spending."

Marc Fischer, Hyun S. Shin, Dominique M. Hanssens (2016)

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DOI: 10.1287/MNSC.2014.2102

access: closed

type: Journal Article

metadata version: 2024-08-04

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Marc Fischer, Hyun S. Shin, Dominique M. Hanssens:
Brand Performance Volatility from Marketing Spending. Manag. Sci. 62(1): 197-215 (2016)

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