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  • - Trends and Research Opportunities
    af Hubert Gatignon & Douglas Bowman
    713,95 kr.

    Identifies research opportunities related to market response and marketing mix models falling under four broad areas: "new" or under-studied inputs and/or "richer" measures of inputs constructs; explicitly accounting for the process linking inputs to outputs; "new" or under-studied dependent variables; and under-studied or emerging contexts.