Authors Carl Mela, Sunil Gupta, and Donald Lehmann Format Journal Article Publication Date May 1, 1997 Full Citation Mela, Carl, Sunil Gupta, and Donald Lehmann . “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.” (May 01, 1997).
Full Citation Mela, Carl, Sunil Gupta, and Donald Lehmann . “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.” (May 01, 1997).