BuzzellRobert D., “Predicting Short-Term Changes in Market Share as a Function of Advertising Strategy,” Journal of Marketing Research, 1 (August 1964), 27–31.
2.
BuzzellRobert D., and KolinMarshall, Competitive Preference and Sales Effectiveness, New York: Schwerin Research Corporation, October 1964.
3.
BuzzellRobert D., MarshalKolin and MurphyMalcolm P., “Television Commercial Test Scores and Short-Term Changes in Market Shares,” Journal of Marketing Research, 2 (August 1965), 307–13.
4.
FothergillJ. E. and EhrenbergA. S. C., “The Schwerin Analyses of Advertising Effectiveness,” Journal of Marketing Research, 2 (August 1965) 298–306.