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QuoteRef: ackoRL_1975
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Reference
Ackoff, R.L., Ernshoff, J.R. , "Advertising research at Anheuser-Busch, Inc. (1963-68) ", Sloan Management Review , pp. 1-15, Winter/1975. Google
Other Reference
reprinted 458-470 in Enis BM, Cox KK Marketing Classics (4th ed.) Boston: Allyn& Bacon 1981
465 ;;Quote: in a market survey, advertising had no effect, and actually decreased sales if it was too high
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Topic: marketing (12 items)