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Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition.
- Published in:
- Journal of Marketing, 2017, v. 81, n. 5, p. 1, doi. 10.1509/jm.15.0178
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- Article
A Cross-National Investigation into the Marketing Department's Influence Within the Firm: Toward Initial Empirical Generalizations.
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- Journal of International Marketing, 2011, v. 19, n. 3, p. 59, doi. 10.1509/jimk.19.3.59
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- Article
Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective.
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- Journal of Marketing, 2011, v. 75, n. 1, p. 109, doi. 10.1509/jmkg.75.1.109
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- Article
Understanding the Marketing Department's Influence Within the Firm.
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- Journal of Marketing, 2009, v. 73, n. 2, p. 14, doi. 10.1509/jmkg.73.2.14
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- Article
Cause-Related Marketing as Sales Promotion.
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- Journal of Marketing Research (JMR), 2024, v. 61, n. 5, p. 955, doi. 10.1177/00222437231200807
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- Article
Early Marketing Matters: A Time-Varying Parameter Approach to Persistence Modeling.
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- Journal of Marketing Research (JMR), 2010, v. 47, n. 1, p. 173, doi. 10.1509/jmkr.47.1.173
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- Article
The Role of National Culture in Advertising's Sensitivity to Business Cycles: An Investigation Across Continents.
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- Journal of Marketing Research (JMR), 2009, v. 46, n. 5, p. 623, doi. 10.1509/jmkr.46.5.623
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- Article
Semiparametric Analysis to Estimate the Deal Effect Curve.
- Published in:
- Journal of Marketing Research (JMR), 2001, v. 38, n. 2, p. 197, doi. 10.1509/jmkr.38.2.197.18842
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- Article