Optimal targeting of advertisement for new products with multiple consumer segments
Vijay Ganesh Hariharan; Debabrata Talukdar; Changhyun Kwon
| Year of publication: |
2015
|
|---|---|
| Authors: | Hariharan, Vijay Ganesh ; Talukdar, Debabrata ; Kwon, Changhyun |
| 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. 32.2015, 3, p. 263-271
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| Subject: | New product diffusion | Advertisement | Targeting | Social contagion | Dynamic optimization | Zielgruppe | Target group | Konsumentenverhalten | Consumer behaviour | Produktentwicklung | New product development | Innovationsdiffusion | Innovation diffusion | Theorie | Theory | Werbung | Advertising | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10011398535