Dynamic effectiveness of advertising and word of mouth in sequential distribution of new products
Year of publication: |
2012
|
---|---|
Authors: | Bruce, Norris I. ; Foutz, Natasha Zhang ; Kolsarici, Ceren |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 49.2012, 4, p. 469-486
|
Subject: | Produktentwicklung | New product development | Direktmarketing | Direct marketing | Vertriebsweg | Distribution channel | Werbewirkung | Advertising effects |
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