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~subject:"Advertising planning"
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Advertising planning
Marketing management
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Marketingmanagement
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Consumer behaviour
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Brand management
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Markenführung
17
Relationship marketing
13
Beziehungsmarketing
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Brand image
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Kommunikation
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Marketing theory
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Marketingtheorie
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Marketing communications
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Social web
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Advertising effects
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Market research
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Marktforschung
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Emerging economies
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Schultz, Don E.
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Block, Martin P.
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Brown, William P.
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Martin, Dennis
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Naik, Prasad A.
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Srinivasan, Shuba
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Breaking new ground in theory and practice
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Journal of advertising research
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Journal of marketing communications
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ECONIS (ZBW)
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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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2
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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3
Strategic advertising campaigns
Schultz, Don E.
;
Martin, Dennis
;
Brown, William P.
-
1984
-
2. ed
Persistent link: https://www.econbiz.de/10003219174
Saved in:
4
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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