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Article
Title:
The Targeting of Advertising
Authors:
Ganesh Iyer
(
U CA, Berkeley
)
David Soberman
(
INSEAD
)
Miguel Villas-Boas
(
U CA, Berkeley
)
Journal:
Marketing Science
Year:
2005
Volume:
24
Pages:
461-476
JEL code:
M37 - Advertising
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