The impact of pre- and post-launch publicity and advertising on new product sales
Year of publication: |
2015
|
---|---|
Authors: | Burmester, Alexa B. ; Becker, Jan U. ; Heerde, Harald J. van ; Clement, Michel |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 32.2015, 4, p. 408-417
|
Subject: | Publicity | Advertising | Longitudinal analysis | Behavioral data | Werbung | Werbewirkung | Advertising effects |
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