Concepedia

Advertising and the S-Curve: A New Approach

Julia K. Johansson

Journal of Marketing Research · 1979 · 36 citations · 0 references

Concepts

BusinessMarketingMarketing ManagementAdvertisingEconometricsStatistical ModelingAdvertising StrategyConsumer TheoryAdvertising IntensityAdvertising Response FunctionsAdvertising Response ModelingDiminishing Returns ModelingMarket ShareMarket Share Response To AdvertisingSaturation