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May 23, 2016Journal of Marketing1,147 citations

Marketing Analytics for Data-Rich Environments

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MWMichel WedelPKP.K. Kannan

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Wedel et al. (2016) studied this question.

synapsesocial.com/papers/69d74e6af07a12db70b8a908https://doi.org/10.1509/jm.15.0413
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