Article | Marketing Science | 1999

Managing Advertising and Promotion for Long-Run Profitability

by Kamel Jedidi, Carl F. Mela and Sunil Gupta

Keywords: Management; Advertising; Profit;


Jedidi, Kamel, Carl F. Mela, and Sunil Gupta. "Managing Advertising and Promotion for Long-Run Profitability." Marketing Science 18, no. 1 (1999): 1–22. (Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute.)