Assessing ad-spend patterns to predict brand health : a model for advertisers to determine future advertising-budgeting strategies
Year of publication: |
June 2016
|
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Authors: | Mirzaei, Abas ; Gray, David ; Baumann, Chris ; Johnson, Lester W. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 56.2016, 2, p. 169-182
|
Subject: | Werbung | Advertising | Ausgaben | Expenditure | Markenführung | Brand management | Return on Investment | Return on investment | Dienstleistungssektor | Service industry |
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