Research Catalog

The long-term impact of promotion and advertising on consumer brand choice

Title
The long-term impact of promotion and advertising on consumer brand choice / Carl F. Mela, Sunil Gupta, Donald R. Lehmann.
Author
Mela, Carl F.
Publication
Cambridge, Mass. : Marketing Science Institute, [1996], ©1996.

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TextRequest in advance HF5415 .M31 no.96/127-128Off-site

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Details

Additional Authors
  • Gupta, Sunil.
  • Lehmann, Donald R.
  • Marketing Science Institute.
Description
33 pages : illustrations; 28 cm.
Series Statement
Report ; no. 96-127
Uniform Title
Report (Marketing Science Institute) ; no. 96-127.
Subject
  • Consumers' preferences
  • Consumer behavior
  • Brand choice
Note
  • "Working paper."
  • "December 1996."
Bibliography (note)
  • Includes bibliographical references (p. 31-33)
OCLC
ocm36819194
Owning Institutions
Columbia University Libraries