Decomposing the effect of advertising : what happens in the retail channel?
Michaela Draganska, Maria Ana Vitorino
| Year of publication: |
2023
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|---|---|
| Authors: | Draganska, Michaela ; Vitorino, Maria Ana |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 40.2023, 1, p. 226-247
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| Subject: | Advertising | Advertising elasticities | Channel coordination | Retailing | Werbung | Vertriebsweg | Distribution channel | Einzelhandel | Retail trade | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2022.07.005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014281927