Comments

John D. C. Little
Additional contact information
John D. C. Little: Massachusetts Institute of Technology

Marketing Science, 1986, vol. 5, issue 2, 107-108

Abstract: Mahajan and Muller (Mahajan, V., E. Muller. 1986. Advertising pulsing policies for generating awareness for new products. 89–106.) have written a valuable paper that analyzes a particular class of advertising policies under the assumption of an S-shaped response function. As we shall discuss, their results highlight the need for new empirical research to answer crucial questions about what constitutes a pulse and the extent to which S-shaped responses exist.

Date: 1986
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.1287/mksc.5.2.107 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:5:y:1986:i:2:p:107-108

Access Statistics for this article

More articles in Marketing Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().