Advertising productivity: developing an agenda for research |
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| Authors: | John Kim Mukesh Bhargava Sridhar Ramaswami |
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| Affiliation: | 1. Oakland University, Michigan;2. Iowa State University |
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| Abstract: | Despite its importance, research on advertising productivity is limited and fragmentary. This article consolidates the major research streams on different facets of productivity. This consolidation allows us to identify and prioritise various issues that need to be addressed, and thereby develop a comprehensive research agenda for this area. |
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