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On Brands and Branding - What They Know and We Don't
Schultz, Don E. - In: Marketing management : a quarterly business management … 16 (2007) 5, pp. 10-11
Persistent link: https://www.econbiz.de/10007871515
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Focus: Consumer engagement - C-MEEs: Cross-media engagement evaluations - Media ecology influences brand engagement. But how much does each medium contribute? Here is a method for measuring the effects.
Passikoff, Robert; Keys, Brand; Schultz, Don E. - In: ADMAP : for decisionmakers in advertising, marketing, … (2007), pp. 31-34
Persistent link: https://www.econbiz.de/10007873642
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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/10007874356
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On Brands and Branding - Lost in Transition
Schultz, Don E. - In: Marketing management : a quarterly business management … 16 (2007) 2, pp. 10-11
Persistent link: https://www.econbiz.de/10007731227
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On Brands and Branding - Another Shibboleth Bites the Dust
Schultz, Don E. - In: Marketing management : a quarterly business management … 16 (2007) 1, pp. 12-13
Persistent link: https://www.econbiz.de/10007603794
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On Brands and Branding - Branding's New Catch 22 - Will all our brand concepts go out the window?
Schultz, Don E. - In: Marketing management : a quarterly business management … 18 (2009) 1, pp. 10-13
Persistent link: https://www.econbiz.de/10008179707
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On Brands and Branding - Stop and Smell the Crayolas
Schultz, Don E. - In: Marketing management : a quarterly business management … 16 (2007) 6, pp. 12-13
Persistent link: https://www.econbiz.de/10007917236
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On Brands and Branding - The future means doing more with less in branding.
Schultz, Don E. - In: Marketing management : a quarterly business management … 18 (2009) 5, pp. 6-7
Persistent link: https://www.econbiz.de/10008328235
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On Brands and Branding - Binding Up Brands in Silos - It's time to fill in the moats.
Schultz, Don E. - In: Marketing management : a quarterly business management … 17 (2008) 6, pp. 8-9
Persistent link: https://www.econbiz.de/10008152018
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Integrated Marketing Communication: Practice Leads Theory
Kitchen, Philip J.; Kim, Ilchul; Schultz, Don E. - In: Journal of advertising research 48 (2008) 4, pp. 531-546
Persistent link: https://www.econbiz.de/10008163238