Assessing the financial value of digital advertising : an event study approach
Year of publication: |
2017
|
---|---|
Authors: | Yoo, Chan Yun ; Baek, Tae Hyun |
Published in: |
Digital advertising : theory and research. - New York : Routledge, Taylor & Francis Group, ISBN 1-138-65445-0. - 2017, p. 222-242
|
Subject: | Mobile Marketing | Mobile marketing | Betriebliche Wertschöpfung | Value creation | Rentabilität | Profitability | Ereignisstudie | Event study |
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