Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment
Peter J. Danaher, Tracey S. Danaher, Michael Stanley Smith, and Ruben Loaiza-Maya
| Year of publication: |
2020
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|---|---|
| Authors: | Danaher, Peter J. ; Danaher, Tracey S. ; Smith, Michael S. ; Loiza-Maya, Ruben |
| Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 57.2020, 3, p. 445-467
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| Subject: | ad elasticity | advertising effectiveness | brand portfolio | machine learning | multimedia | omnichannel shopping | variational Bayes | Multimedia | Werbewirkung | Advertising effects | Künstliche Intelligenz | Artificial intelligence | Multikanalvertrieb | Multichannel strategy | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Vertriebsweg | Distribution channel |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022243720910104 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012214143