Television Commercial Test Scores and Short-Term Changes in Market Shares
Robert D. Buzzell, Marshall Kolin, Malcolm P. Murphy
Journal of Marketing Research · 1965 · Volume 2 · Issue 3
DOI: 10.1177/002224376500200312
Abstract
In this rejoinder, the authors reply to the criticism of the Schwerin Analyses made by Messrs. Fothergill and Ehrenberg.
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