Assessing the Effect of Marketing Investments in a Business Marketing Context
Published Online:25 Aug 2011https://doi.org/10.1287/mksc.1110.0661
Supplemental Material
mksc.1110.0661-sm-web_appendix-r.pdf (490 KB)
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Volume 30, Issue 5
September-October 2011
Pages 757-944
Article Information
Supplemental Material
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Information
- Received:May 11, 2010
- Accepted:May 16, 2011
- Published Online:August 25, 2011
Copyright © 2011, INFORMS
Cite as
V. Kumar, S. Sriram, Anita Luo, Pradeep K. Chintagunta, (2011) Assessing the Effect of Marketing Investments in a Business Marketing Context. Marketing Science 30(5):924-940.
https://doi.org/10.1287/mksc.1110.0661
Keywords
