Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability
研究了持续营销支出如何产生持久市场反应，并重新审视长期营销盈利能力的衡量方法，对营销决策者和财务分析师有参考价值。
Marnik G. Dekimpe, Dominique M. Hanssens, Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability, Journal of Marketing Research, Vol. 36, No. 4 (Nov., 1999), pp. 397-412