Dekimpe, M.G.; Franses, Ph.H.B.F.; Hanssens, D.M.; Naik, P. - Erasmus Research Institute of Management (ERIM), ERIM … - 2006
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Bibliographic data and classifications of all the ERIM reports are … media, for example, Internet
advertising. Companies should not think of Internet advertising and offline advertising
(TV … integrative efforts to generate cross-media
synergies. If so, the total media budget as well as its allocation to Internet …