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The response surface process for optimal allocation of media budgets
Malthouse, Edward C.; Schultz, Don E. - In: Breaking new ground in theory and practice, (pp. 395-406). 2011
Persistent link: https://www.econbiz.de/10009380997
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Perils of using OLS to estimate multimedia communications effects
Naik, Prasad A.; Schultz, Don E.; Srinivasan, Shuba - In: Journal of advertising research 47 (2007) 3, pp. 257-269
Persistent link: https://www.econbiz.de/10003610521
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Strategic advertising campaigns
Schultz, Don E.; Martin, Dennis; Brown, William P. - 1984 - 2. ed
Persistent link: https://www.econbiz.de/10003219174
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Consumer-driven media planning and buying
Schultz, Don E.; Block, Martin P.; Viswanathan, Vijay - In: Journal of marketing communications 24 (2018) 8, pp. 761-778
Persistent link: https://www.econbiz.de/10011976099
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Media placement versus advertising execution
Malthouse, Edward C.; Calder, Bobby J. - In: International journal of market research : JMRS ; the … 52 (2010) 2, pp. 217-230
Persistent link: https://www.econbiz.de/10003970836