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Marketing communication measurement in a transformational marketplace
Schultz, Don E. - In: Integrated brand marketing and measuring returns, (pp. 58-93). 2010
Persistent link: https://www.econbiz.de/10003988779
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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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Not all clicks are equal : detecting engagement with digital content
Zhou, Yayu; Calder, Bobby J.; Malthouse, Edward C.; … - In: Journal of media business studies 19 (2022) 2, pp. 90-107
Persistent link: https://www.econbiz.de/10013327902
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Media engagement
Calder, Bobby J.; Malthouse, Edward C. - In: Medien im Marketing : Optionen der Unternehmenskommunikation, (pp. 253-291). 2009
Persistent link: https://www.econbiz.de/10003771420
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Media engagement and advertising effectiveness
Calder, Bobby J.; Malthouse, Edward C. - In: Kellogg on advertising & media : the Kellogg School of …, (pp. 1-36). 2008
Persistent link: https://www.econbiz.de/10003755902
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Newly subscribed! : effects of e-mail newsletters on news-reading habit and subscriber retention during onboarding : evidence from clickstream and subscription data
Kim, Su Jung; Kim, Ho; Choi, Jaewon; Malthouse, Edward C. - In: The journal of media economics 35 (2023) 3/4, pp. 87-107
Persistent link: https://www.econbiz.de/10014636064