"Consumer Attitude Metrics for Guiding Marketing Mix Decisions."

Dominique M. Hanssens et al. (2014)

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DOI: 10.1287/MKSC.2013.0841

access: closed

type: Journal Article

metadata version: 2020-09-15

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Dominique M. Hanssens, Koen H. Pauwels, Shuba Srinivasan, Marc Vanhuele, Gökhan Yildirim:
Consumer Attitude Metrics for Guiding Marketing Mix Decisions. Mark. Sci. 33(4): 534-550 (2014)

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