Modeling brand advertising with heterogeneous consumer response : channel implications

Salma Karray

Year of publication:	2015
Authors:	Karray, Salma
Published in:	Mathematics in business management : [International Conference on Mathematics in Engineering and Business Management during 9 - 10 March 2012, Chennai, India]. - New York, NY : Springer. - 2015, p. 181-199
Subject:	Konsumentenverhalten \| Consumer behaviour \| Werbewirkung \| Advertising effects \| Markenführung \| Brand management \| Vertriebsweg \| Distribution channel \| Werbung \| Advertising \| Markenartikel \| Brand \| Theorie \| Theory

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