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"Measuring the lagged effects of advertising goodwill on dynamic ..."

Li-Ting Yeh, Dong-Shang Chang (2023)

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DOI: 10.1080/01605682.2022.2128910

access: closed

type: Journal Article

metadata version: 2024-01-02

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Li-Ting Yeh, Dong-Shang Chang:
Measuring the lagged effects of advertising goodwill on dynamic promotional efficiency in the automobile industry. J. Oper. Res. Soc. 74(10): 2094-2108 (2023)

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