A brand choice model for TV advertising management using single-source data
| Year of publication: |
2011
|
|---|---|
| Authors: | Ban, Masataka ; Terui, Nobuhiko ; Abe, Makoto |
| Published in: |
Marketing Letters. - Springer. - Vol. 22.2011, 4, p. 373-389
|
| Publisher: |
Springer |
| Subject: | Advertising management | Advertising exposure | GRP | Single-source data | Heterogeneity | MCMC |
| Extent: | text/html |
|---|---|
| Type of publication: | Article |
| Source: |
Persistent link: https://www.econbiz.de/10009403218