Applying option thinking to value experiential marketing content
Year of publication: |
2023
|
---|---|
Authors: | Völckner, Franziska ; Spann, Martin ; Sattler, Henrik ; Schwerdtfeger, Rouven Wulf ; Hennig-Thurau, Thorsten ; Hirche, Martin |
Published in: |
The journal of media economics. - New York, NY : Routledge, Taylor and Francis Group, ISSN 1532-7736, ZDB-ID 2020426-7. - Vol. 35.2023, 1/2, p. 1-27
|
Subject: | Marketing | Markenartikel | Brand | Investitionsrisiko | Investment risk | Bewertung | Evaluation | Optionspreistheorie | Option pricing theory |
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