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Keywords: Contribution
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2014) 6 (1)
Published: 14 May 2014
... Keywords: Advertising, Allocation, Contribution, Effects, Efforts, India, Long-term, Short-term Advertising Allocation Contribution Effects Efforts India Long-term Short-term Article Type: 2013 Awards for Excellence From: Journal of Indian Business Research...
Journal Articles
Measuring dynamic effects of advertising: a case study in India
Available to Purchase
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2012) 4 (3): 158–169.
Published: 17 August 2012
...Mehir Baidya; Bipasha Maity; Kamal Ghose Purpose The purpose of this study is to estimate the relative contributions of individual marketing mix variables to sales as well as short‐term and long‐term effects of advertising in India. Design/methodology/approach Time‐series data on sales...
