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Keywords: Combining forecasts
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (1-2): 317–326.
Published: 08 February 2016
...? These are important issues. Profitability Creativity Advertising effectiveness Combining forecasts Index method Variable weighing The first sentence in our paper stated that the paper aims “To test whether a structured application of persuasion principles might help improve advertising decisions...
