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John M. McCann

Professor Emeritus
Fuqua School of Business
Box 90120, Durham, NC 27708-0120
A109 Fuqua Sch of Bus, Durham, NC 27708

Current Appointments & Affiliations


Professor Emeritus · 2002 - Present Fuqua School of Business

Recent Publications


Confidence interval for the total advertising impact and its mean duration under Koyck models

Journal Article Journal of the Academy of Marketing Science · September 1, 1991 The estimates of total advertising impact and of its mean duration in distributed lag models are important in budgeting and planning decisions. The typical approach to assessing the short and long term impact of advertising is to perform a sequential test, ... Full text Cite

Expert systems in marketing

Journal Article International Journal of Research in Marketing · January 1, 1991 Full text Cite

The Brand Manager's Assistant: A knowledge-based system approach to brand management

Journal Article International Journal of Research in Marketing · January 1, 1991 This paper describes the conceptualization and prototyping of the Brand Manager's Assistant, a knowledge-based system approach to the brand management function. A view of brand management is presented, followed by a conceptual framework for building market ... Full text Cite
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Education, Training & Certifications


Purdue University · 1973 Ph.D.