Using mixture‐amount modeling to optimize the advertising media mix and quantify cross‐media synergy for specific target groups
Year of publication: |
2019
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---|---|
Authors: | Goos, Peter ; Dens, Nathalie ; De Pelsmacker, Patrick ; Aleksandrovs, Leonids |
Published in: |
Applied Stochastic Models in Business and Industry. - Wiley, ISSN 1526-4025, ZDB-ID 2002340-6. - Vol. 35.2019, 5 (18.07.), p. 1228-1252
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Publisher: |
Wiley |
Saved in:
Online Resource
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