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Response—On Establishing a Dialogue in Television Viewing Research

Roland T. Rust; Mark I. Alpert

The University of Texas at Austin

Marketing Science 1984 open access

Response to the commentary Pringle, L. G. 1984. A Comment. Marketing Sci. 3 125–126 on author's paper Rust, R. T., M. I. Alpert. 1984. An audience flow model of television viewing choice. Marketing Sci. 3 113–124.

DOI
10.1287/mksc.3.2.126
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