http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
xxvi, 227 pages : illustrations ; 24 cm.
Big ideas and good ideas -- Passing through the gate -- Getting it right first time -- Repetition, competition and the growth (or decline) of brands -- Keeping the brand in the window -- The bridge to the long term -- A first measure of long-term effects -- The depth of advertising's long-term effects -- Can doses of advertising produce doses of profit? -- Frozen effects versus continuous effects.
Includes bibliographical references and index.