Applying option thinking to value experiential marketing content
Franziska Völckner, Martin Spann, Henrik Sattler, Rouven Schwerdtfeger, Thorsten Hennig-Thurau and Martin Hirche
| 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
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| Subject: | Marketing | Markenartikel | Brand | Investitionsrisiko | Investment risk | Bewertung | Evaluation | Optionspreistheorie | Option pricing theory |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08997764.2023.2224302 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014340498