Consumer-driven media planning and buying
Year of publication: |
December 2018
|
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Authors: | Schultz, Don E. ; Block, Martin P. ; Viswanathan, Vijay |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 8, p. 761-778
|
Subject: | Media planning | media optimization | media consumption | media influence | customer-driven data | simultaneous media usage | Mediensektor | Media industries | Kommunikationsmedien | Communication media | Werbeträger | Advertising media | Mediennutzung | Media usage | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Werbeplanung | Advertising planning |
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