Pandey, Avinash, and Hari Shankar Shyam. “Impact of Media Channel Selection on Sales Growth and Marketing ROI: An Independent Test of Customer Retention and Profitability”. CINEFORUM, vol. 66, no. S7, Oct. 2026, pp. 340-7, https://revistadecineforum.com/index.php/cf/article/view/1747.