Consumer-driven media planning and buying
Don E. Schultz, Martin P. Block and Vijay Viswanathan
| Year of publication: |
December 2018
|
|---|---|
| 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
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| Subject: | Media planning | media optimization | media consumption | media influence | customer-driven data | simultaneous media usage | Mediennutzung | Media usage | Werbeträger | Advertising media | Mediensektor | Media industries | Konsumentenverhalten | Consumer behaviour | Kommunikationsmedien | Communication media | Marketingmanagement | Marketing management | Werbeplanung | Advertising planning |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2016.1185833 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011976099