Consumer Attitude Metrics for Guiding Marketing Mix Decisions

Hanssens, D., Pauwels, K., Srinivasan, S., Vanhuele, M., & Yildirim, G. (2014). Consumer Attitude Metrics for Guiding Marketing Mix Decisions. Marketing Science, 33(4), 534-550. RePEc ID: RePEc:inm:ormksc:v:33:y:2014:i:4:p:534-550. Report #: 4. http://dx.doi.org/10.1287/mksc.2013.0841 Retrieved from https://escholarship.org/uc/item/6t57r4wx