How well does advertising work? : generalizations from meta-analysis of brand advertising elasticities
Year of publication: |
2011
|
---|---|
Authors: | Sethuraman, Raj ; Tellis, Gerard J. ; Briesch, Richard A. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 48.2011, 3, p. 457-471
|
Subject: | Werbewirkung | Advertising effects | Erfolgsfaktor | Success factor | Meta-Analyse | Meta-analysis | Verkaufsförderung | Sales promotion | Markenführung | Brand management | 1960-2008 |
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