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Dennis H. Gensch

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Publication

Featured researches published by Dennis H. Gensch.

Journal of Marketing Research | 1979

The Multinomial, Multiattribute Logit Choice Model

Dennis H. Gensch; Wilfred W. Recker

Journal of Marketing Research | 1978

Image-Measurement Segmentation

Dennis H. Gensch

Journal of Marketing Research | 1985

Empirically Testing a Disaggregate Choice Model for Segments

Dennis H. Gensch

Journal of Marketing Research | 1980

Models of Competitive Television Ratings

Dennis H. Gensch; Paul Shaman

Journal of Marketing Research | 1970

Media Factors: A Review Article

Dennis H. Gensch

Journal of Marketing Research | 1969

A Computer Simulation Model for Selecting Advertising Schedules

Dennis H. Gensch

Journal of Marketing Research | 1987

Empirical Evidence Supporting the Use of Multiple Choice Models in Analyzing a Population

Dennis H. Gensch

Journal of Marketing Research | 1974

Evaluation of Television Program Content for the Purpose of Promotional Segmentation

Dennis H. Gensch; B. Ranganathan

Journal of Marketing Research | 1968

Computer Models in Advertising Media Selection

Dennis H. Gensch

Journal of Marketing Research | 1972

The Appeal of Buying Black

Dennis H. Gensch; Richard Staelin

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Richard Staelin

Duke University

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Leonard M. Lodish

University of Pennsylvania

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