The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services
Harlan E. Spotts, Marc G. Weinberger, A. George Assaf, Michelle F. Weinberger
| Year of publication: |
2022
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|---|---|
| Authors: | Spotts, Harlan E. ; Weinberger, Marc G. ; Assaf, A. Georges ; Weinberger, Michelle F. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 152.2022, p. 387-397
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| Subject: | Advertising | Earned media | Frontier analysis | IMC | Marketing | Paid media | Restaurants | Sales performance | Sales promotion | Social media | Verkaufsförderung | Social Web | Social web | Online-Marketing | Internet marketing | Mediensektor | Media industries | Verkaufspersonal | Salespeople | Kommunikationsmedien | Communication media | Marketingmanagement | Marketing management | Werbung | Werbewirkung | Advertising effects | Verkauf | Selling |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.07.047 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013493993