The air war vs. the ground game : an analysis of multichannel marketing in U.S. presidential elections
Lingling Zhang, Doug J. Chung
| Year of publication: |
2020
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|---|---|
| Authors: | Zhang, Lingling ; Chung, Doug J. |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 39.2020, 5, p. 872-892
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| Subject: | multichannel marketing | ground campaigning | advertising | personal selling | political campaigns | consumer heterogeneity | USA | United States | Präsidentschaftswahl | Presidential election | Vertriebsweg | Distribution channel | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Wahlverhalten | Voting behaviour | Wahlkampf | Electoral campaign | Politikfinanzierung | Political finance | Spieltheorie | Game theory | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2020.1241 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012305112