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Book chapters (2016), Les grands auteurs en marketing [Label FNEGE 2017], Éditions Management et Société (EMS), pp. 39-54

Frank M. Bass : Le marketing scientifique

This chapter reports the impact of Frank Bass on the academic marketing community. In particular, it outlines his work on: (1) the measurement of advertising effectiveness on brand sales, (2) buyer behavior, and (3) the diffusion of technological innovations over time. Link to the article

BEMMAOR, A.C. (2016). Frank M. Bass : Le marketing scientifique. In: Alain Jolibert (ed.). Les grands auteurs en marketing [Label FNEGE 2017]. 2nd ed. Caen: Éditions Management et Société (EMS), pp. 39-54.

Keywords : #Comportement-du-consommateur, #Diffusion-des-innovations, #Publicité