Dynamic marketing budgeting for platform firms : theory, evidence, and application
Shrihari Sridhar, Murali K. Mantrala, Prasad A. Naik, and Esther Thorson
| Year of publication: |
2011
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|---|---|
| Authors: | Sridhar, Shrihari ; Mantrala, Murali K. ; Naik, Prasad A. ; Thorson, Esther |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 48.2011, 6, p. 929-943
|
| Subject: | Vertriebskosten | Distribution costs | Betriebliche Budgetierung | Corporate budgeting | Digitale Plattform | Digital platform | Marktforschung | Market research | Zustandsraummodell | State space model |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010217417