TITLE

Television Commercial Test Scores and Short-Term Changes in Market Shares

AUTHOR(S)
Buzzell, Robert D.; Kolin, Marshall; Murphy, Malcolm P.
PUB. DATE
August 1965
SOURCE
Journal of Marketing Research (JMR);Aug1965, Vol. 2 Issue 3, p307
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
In this rejoinder, the authors reply to the criticism of the Schwerin Analyses made by Messrs. Fothergill and Ehrenberg.
ACCESSION #
5005175

 

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