Investors' response to advertising : the role of media
Year of publication: |
2020
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Authors: | López-Tenorio, Pablo J. ; Romero, Jaime |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 15/16, p. 1505-1526
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Subject: | accountability | Advertising | customer orientation | effectiveness | firm value | Integrated Marketing Communications (IMC) | metrics | performance | Werbung | Marketingmanagement | Marketing management | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing |
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