Open AccessAdvertising and Price Effectiveness Over the Business Cycle
Author(s) -
Maarten J. Gijsenberg,
Harald J. van Heerde,
Marnik G. Dekimpe,
JanBenedict E.M. Steenkamp
Publication year - 2009
Publication title -
ssrn electronic journal
Language(s) - English
Resource type - Journals
ISSN - 1556-5068
DOI - 10.2139/ssrn.1430850
Subject(s) - moderation , advertising , business cycle , brand loyalty , great moderation , economics , marketing mix modeling , product (mathematics) , loyalty , marketing , business , digital marketing , macroeconomics , return on marketing investment , geometry , mathematics , psychology , social psychology , marketing effectiveness
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