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At the Anderson Graduate School of Management at UCLA. His e-mail address is dominique.hanssens anderson.ucla.edu. Ming Ouyang is Assistant Professor at the City University of Hong Kong. His e-mail address is mkouyang cityu.edu.hk. The authors gratefully acknowledge the comments of Professors Bart Bronnenberg, Marnik Dekimpe, Aimee Drolet, Jin Zhang and Dongsheng Zhou on drafts of this paper. Hysteresis in Market Response: When is marketing spending an investment ? Abstract Conventional wis.
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