Understanding the coevolution of ad spend by media channel and retail format sales at the country level : a multicountry examination
Year of publication: |
2023
|
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Authors: | Lee, Hannah S. ; Yalcinkaya, Goksel ; Griffith, David A. |
Published in: |
Journal of international marketing. - London : Sage Publishing, ISSN 1547-7215, ZDB-ID 2070132-9. - Vol. 31.2023, 2, p. 64-81
|
Subject: | ad spend by media channels | evolution of retailing | glocal strategy | institutional economics | retail format sales | Einzelhandel | Retail trade | Vertriebsweg | Distribution channel | Betriebsform | Retail format | Konsumentenverhalten | Consumer behaviour |
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