THE DEVELOPMENT, TESTING, AND EXECUTION OF A NEW MARKETING STRATEGY AT AT-AND-T LONG LINES

被引：5

作者：

KURITSKY, AP

LITTLE, JDC

SILK, AJ

BASSMAN, ES

机构：

[1] AT&T,LONG LINES,BEDMINSTER,NJ 07921

[2] MIT,ALFRED P SLOAN SCH MANAGEMENT,CAMBRIDGE,MA 02139

来源：

关键词：

D O I：

10.1287/inte.12.6.22

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

引用

页码：22 / 37

页数：16

共 11 条

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[4] GROSS I, 1972, SLOAN MANAGE REV, V15, P83
[5] HONOMICHL J, 1981, ADVERTISING AGE, V52, P59
[6] AGGREGATE ADVERTISING MODELS - STATE OF THE ART
LITTLE, JDC
[J]. OPERATIONS RESEARCH, 1979, 27 (04) : 629 - 667
[7] MEASURING AND TESTING RELATIVE ADVERTISING EFFECTIVENESS WITH SPLIT-CABLE TV PANEL DATA
MCGUIRE, TW
[J]. JOURNAL OF THE AMERICAN STATISTICAL ASSOCIATION, 1977, 72 (360) : 736 - 745
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[9] RAO A, 1978, ASS NATIONAL ADVERTI
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