Winning hearts, minds and sales : how marketing communication enters the purchase process in emerging and mature markets
Koen Pauwels; Selin Erguncu; Gokhan Yildirim
| Year of publication: |
2013
|
|---|---|
| Authors: | Pauwels, Koen ; Erguncu, Selin ; Yildirim, Gokhan |
| 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. 30.2013, 1, p. 57-68
|
| Subject: | Emerging market | Institutional context systems | Consumer mindset metrix | Brand attitudes | Marketing-attitude responsiveness | Attitude sales conversion | Econometric models | Hierarchical linear model | Konsumentenverhalten | Consumer behaviour | Marketing | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | USA | United States |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009732715