Marketing Science 1986

Comments

John D. C. Little

Massachusetts Institute of Technology

Abstract

Mahajan and Muller (Mahajan, V., E. Muller. 1986. Advertising pulsing policies for generating awareness for new products. Marketing Sci. 5 89–106.) have written a valuable paper that analyzes a particular class of advertising policies under the assumption of an S-shaped response function. As we shall discuss, their results highlight the need for new empirical research to answer crucial questions about what constitutes a pulse and the extent to which S-shaped responses exist.

DOI

10.1287/mksc.5.2.107

Sources

openalex

Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓