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Mahajan, Vijay, Eitan Muller. 1986. Advertising pulsing policies for generating awareness for new products. Marketing Science 5 (Spring) 89-106.
Mahajan, Vijay, Eitan Muller, Subhash Sharma. 1984. An empirical comparison of awareness forecasting models of new product acceptance. Marketing Science 3 (Summer) 179-197.
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