Coordinating traditional media advertising and online advertising in brand marketing
Year of publication: |
2023
|
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Authors: | Kim, Alex Jiyoung ; Balachander, Subramanian |
Published in: |
Production and operations management : the flagship research journal of the Production and Operations Management Society. - London : Sage Publications, ISSN 1937-5956, ZDB-ID 2151364-8. - Vol. 32.2023, 6, p. 1865-1879
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Subject: | display advertising | game theory | media advertising | media planning | online advertising | search advertising | Online-Marketing | Internet marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Spieltheorie | Game theory | Werbeträger | Advertising media | Gleichgewichtstheorie | Equilibrium theory | Markenführung | Brand management | Fernsehwerbung | Television advertising |
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