ClarkeDarral G. (1976), “Econometric Measurement of the Duration of Advertising Effect on Sales,”Journal of Marketing Research, 13(November), 345–57.
2.
KrishnamurthiLakshman, and RajS. P., and SelvamRaja (1988), “Statistical and Managerial Issues in Cross-Sectional Aggregation,” working paper, Kellogg Graduate School of Management, Northwestern University.
3.
LittleJohn D. C. (1966), “A Model of Adaptive Control of Promotional Spending,”Operations Research, 14(November-December), 1975–97.
4.
McCannJohn M., and GallagherJ. P. (1990), Expert Systems for Scanner Data Environments: The Marketing Workbench Laboratory Experience.Kluwer Academic Publishers.
5.
MitchellAndrew A., and Edward RussoJ., and WittinkDick R. (1991), “Issues in the Development and Use of Expert Systems for Marketing Decisions,”International Journal of Research in Marketing, forthcoming.
6.
ParsonsLeonard J., and SchultzRandall L. (1976), Marketing Models and Econometric Research.North-Holland Publishing Company.
