Market valuation models of the effect of advertising and promotional spending : a review and meta-analysis
Year of publication: |
2009
|
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Authors: | Conchar, Margy P. ; Crask, Melvin R. ; Zinkhan, George M. |
Published in: |
Marketing-mix strategies - product strategy and promotion strategy. - Los Angeles [u.a.] : Sage. - 2009, p. 278-302
|
Subject: | Werbung | Advertising | Vertriebskosten | Distribution costs | Werbewirkung | Advertising effects | Bibliometrie | Bibliometrics | Meta-Analyse | Meta-analysis |
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