Strategic new product media planning under emergent channel substitution and synergy
Vahideh Sadat Abedi, Oded Berman, Fred M. Feinberg, Dmitry Krass
| Year of publication: |
2022
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|---|---|
| Authors: | Abedi, Vahideh Sadat ; Berman, Oded ; Feinberg, Fred M. ; Krass, Dmitry |
| Published in: |
Production and operations management : the flagship research journal of the Production and Operations Management Society. - London : Sage Publications, ISSN 1937-5956, ZDB-ID 2151364-8. - Vol. 31.2022, 5, p. 2143-2166
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| Subject: | channel strategy | channel substitution and synergy | demand diffusion of new products | integrated marketing communications | marketing mix | resource allocation | Marketingmanagement | Marketing management | Vertriebsweg | Distribution channel | Synergie | Synergy | Theorie | Theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/poms.13670 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013277030