ms·1974년 2월 1일
An Econometric Analysis of Advertising, Retail Availability, and Sales of a New Brand
Management Science
38
피인용
3.9
FWCI
1
IS/마케팅/OM 탑저널 피인용
11
IS/마케팅/OM 탑저널 참고문헌
- 주제소비자 선택모형 · 의사결정분석
01Abstract
This article is an exploratory study on the question: Does consumer advertising increase retail availability of a new product? Nerlove's procedure is used to estimate a dynamic model. Cross-section and time series data for one product class are pooled. The managerial implications of the model are discussed.
02연구 흐름
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03비슷한 논문
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04이후 연구
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05선행 연구
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06서지 정보
- 저널Management Science · 20(6) · 938–947
- 토픽Consumer Market Behavior and Pricing · Marketing
- DOI10.1287/mnsc.20.6.938
- 저자Leonard J. Parsons