A meta-analysis of marketing communication carryover effects
Year of publication: |
December 2017
|
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Authors: | Köhler, Christine ; Mantrala, Murali K. ; Albers, Sönke ; Kanuri, Vamsi K. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 54.2017, 6, p. 990-1008
|
Subject: | carryover effect | marketing communications | advertising | personal selling | duration interval | Werbung | Advertising | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Direktmarketing | Direct marketing | Meta-Analyse | Meta-analysis |
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