Messung der Werbeeffizienz : ein zweistufiger DEA-Ansatz
Year of publication: |
2008
|
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Authors: | Hammerschmidt, Maik ; Bauer, Hans H. |
Published in: |
Marketing review St. Gallen : Marketingfachzeitschrift für Theorie & Praxis. - St. Gallen : Thexis Verlag, ISSN 1865-6544, ZDB-ID 2412643-3. - Vol. 25.2008, 2, p. 34-39
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Subject: | Werbung | Advertising | Werbewirkung | Advertising effects | Performance-Messung | Performance measurement |
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