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~isPartOf:"European journal of marketing : EJM"
~isPartOf:"GfK marketing intelligence review : Marketingforschung für die Praxis"
~isPartOf:"Journal of marketing research : JMR"
~isPartOf:"Journal of marketing"
~isPartOf:"Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung"
~isPartOf:"Wissenschaftliche Arbeitspapiere / F / Center of Market-Oriented Product and Production Management"
~type_genre:"Case study"
~type_genre:"Working Paper"
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Search: subject_exact:"Werbewirkung"
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Advertising effects
4
Werbewirkung
4
Automotive industry
2
Brand management
2
Kfz-Industrie
2
Markenführung
2
Advertising
1
Advertising media
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Data envelopment analysis
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advertising elasticity
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media synergy
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multimedia advertising
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optimal media budget allocation
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Huber, Frank
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European journal of marketing : EJM
GfK marketing intelligence review : Marketingforschung für die Praxis
Journal of marketing research : JMR
Journal of marketing
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
Wissenschaftliche Arbeitspapiere / F / Center of Market-Oriented Product and Production Management
Faculty & research / Insead : working paper series
19
Working paper / National Bureau of Economic Research, Inc.
16
CESifo working papers
15
ERIM report series research in management
15
Reihe: Wissenschaftliche Arbeitspapiere / W / Institut für Marktorientierte Unternehmensführung, Universität Mannheim
11
Working paper series / Universiteit Gent, Faculteit Economie en Bedrijfskunde
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10
Research paper series / Stanford Graduate School of Business
9
Discussion paper / Centre for Economic Policy Research
8
Simon Business School working paper
8
Stanford University Graduate School of Business research paper
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6
NBER working paper series
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Working papers / Harvard Business School, Division of Research
6
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5
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4
Working paper
4
Working paper series
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3
Cowles Foundation discussion paper
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Diskussionspapiere der Europa-Universität Viadrina Frankfurt (Oder), Fakultät Wirtschaftswissenschaften
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Forschungspapiere
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HEC Paris research paper series
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MO
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ECONIS (ZBW)
4
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1
Comparing the relative effectiveness of advertising channels : a case study of a multimedia blitz campaign
Danaher, Peter J.
;
Dagger, Tracey S.
- In:
Journal of marketing research : JMR
50
(
2013
)
4
,
pp. 517-534
Persistent link: https://www.econbiz.de/10009786153
Saved in:
2
Marketing communications for special events : analysing managerial practice, consumer perceptions and preferences
Hede, Anne-Marie
;
Kellett, Pamm
- In:
European journal of marketing : EJM
45
(
2011
)
6
,
pp. 987-1004
Persistent link: https://www.econbiz.de/10009231667
Saved in:
3
How data envelopment analysis reveals brand advertising efficiency
Büschken, Joachim
- In:
GfK marketing intelligence review : Marketingforschung …
(
2009
)
1
,
pp. 36-45
Persistent link: https://www.econbiz.de/10003854943
Saved in:
4
Let us entertain you : eine empirische Analyse der Erfolgsfaktoren für Branded Entertainment
Huber, Frank
;
Vogel, Johannes
;
Lennartz, Wolfgang
-
2008
Persistent link: https://www.econbiz.de/10003747597
Saved in:
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