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A comprehensive model of integrated marketing communication, brand equity, and sales.

Michele AndreausRoberta CuelValeria FranzoiDiego Ponte
Published in: I-KNOW (2014)
Keyphrases
  • similarity measure
  • computational model
  • statistical model
  • data mining
  • long term
  • theoretical analysis
  • mathematical model
  • neural network
  • case study
  • parameter estimation