DOES LAG STRUCTURE REALLY MATTER IN OPTIMIZING ADVERTISING EXPENDITURES

被引：29

作者：

BULTEZ, AV

NAERT, PA

机构：

[1] EUROPEAN INST ADV STUDIES MANAGEMENT,BRUSSELS,BELGIUM

[2] UNIV ANTWERP,ANTWERP,BELGIUM

来源：

关键词：

D O I：

10.1287/mnsc.25.5.454

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

引用

页码：454 / 465

页数：12

共 30 条

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BASS, FM ;

CLARKE, DG .

[2]

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[3]

BULTEZ A, 1978, MARKETING NEUE ERGEB, P239

[4]

CASE KE, 1972, J ADVERTISING RES, V12, P37

CLARKE, DG .

[6]

CLARKE DG, 1973, COMB P AM MARK ASS, P135

[7]

Dhrymes P. J., 1971, DISTRIBUTED LAGS PRO

[8]

Dorfman R, 1954, AM ECON REV, V44, P826

GENSCH, DH ;

WELAM, UP .

MANAGEMENT SCIENCE SERIES B-APPLICATION, 1973, 20 (02) :179-190

[10]

Goldberger AS, 1968, ECONOMETRICA, V35, P464