Title of article
Determining the optimal return on investment for an advertising campaign
Author/Authors
Peter J. Danaher، نويسنده , , Roland T. Rust، نويسنده ,
Issue Information
روزنامه با شماره پیاپی سال 1996
Pages
11
From page
511
To page
521
Keywords
optimization , Media planning , advertising , Beta-binomial
Journal title
European Journal of Operational Research
Serial Year
1996
Journal title
European Journal of Operational Research
Record number
211911
Link To Document