Using mixture‐amount modeling to optimize the advertising media mix and quantify cross‐media synergy for specific target groups
| Year of publication: |
2019
|
|---|---|
| Authors: | Goos, Peter ; Dens, Nathalie ; De Pelsmacker, Patrick ; Aleksandrovs, Leonids |
| Published in: |
Applied Stochastic Models in Business and Industry. - Wiley, ISSN 1526-4025, ZDB-ID 2002340-6. - Vol. 35.2019, 5 (18.07.), p. 1228-1252
|
| Publisher: |
Wiley |
| Type of publication: | Article |
|---|---|
| Language: | English |
| Other identifiers: | 10.1002/asmb.2470 [DOI] |
| Source: | Other ZBW resources |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10012272481