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~isPartOf:"GfK marketing intelligence review : Marketingforschung für die Praxis"
~isPartOf:"Journal of marketing research : JMR"
~isPartOf:"Journal of marketing"
~isPartOf:"Pervasive advertising"
~isPartOf:"Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung"
~type_genre:"Case study"
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Advertising effects
3
Werbewirkung
3
Internet marketing
2
Online-Marketing
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Advertising
1
Automotive industry
1
Brand management
1
Data envelopment analysis
1
Data-Envelopment-Analyse
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Deutschland
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Germany
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Kfz-Industrie
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Markenführung
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Multimedia
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Type II Tobit model
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Viral marketing
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advertising elasticity
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media synergy
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optimal media budget allocation
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Büschken, Joachim
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Dagger, Tracey S.
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Danaher, Peter J.
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Dubach Spiegler, Erica
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Hildebrand, Christian
1
Michahelles, Florian
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GfK marketing intelligence review : Marketingforschung für die Praxis
Journal of marketing research : JMR
Journal of marketing
Pervasive advertising
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
Brands : interdisciplinary perspectives
1
Breaking new ground in theory and practice
1
Cases on strategic social media utilization in the nonprofit sector
1
Discourse, identities and genres in corporate communication : sponsorship, advertising and organizational communication
1
E-marketing ; Vol. 2
1
Engaging consumers through branded entertainment and convergent media
1
Erfolgsfaktoren der Markenführung : Know-how aus Forschung und Management
1
European journal of marketing : EJM
1
Gabler-Edition Wissenschaft
1
Innovatives Markenmanagement
1
International journal of electronic commerce : IJEC
1
International journal of leisure and tourism marketing : IJLTM
1
Journal of advertising research
1
Journal of consumer research : JCR ; an interdisciplinary bimonthly
1
Journal of marketing communications
1
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
1
Journal of retailing
1
Journal of retailing and consumer services
1
Journal of targeting, measurement and analysis for marketing
1
Journal of vacation marketing : an international journal
1
Markenkommunikation und Beziehungsmarketing
1
Marketing management : a cultural perspective
1
Neue betriebswirtschaftliche Forschung : Nbf
1
Neuromarketing : Erkenntnisse der Hirnforschung für Markenführung, Werbung und Verkauf
1
Planung & Analyse : Zeitschrift für Marktforschung und Marketing
1
Praxisforum Medienmanagement
1
Proceedings of the 16th Annual Conference on Marketing and Business Strategies for Central & Eastern Europe : December 4 - 6, 2008, Vienna, Austria
1
Psychology & marketing
1
Research
1
Research in consumer behavior
1
Schriften des Europäischen Instituts für Sozioökonomie e.V.
1
Schriftenreihe Innovative betriebswirtschaftliche Forschung und Praxis
1
Schriftenreihe Merkur : Schriften zum innovativen Marketing-Management
1
Umweltwirtschaftsforum : uwf ; die betriebswissenschaftlich-ökologisch orientierte Fachzeitschrift
1
Wissenschaftliche Arbeitspapiere / F / Center of Market-Oriented Product and Production Management
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Wissenschaftliche Beiträge aus dem Tectum Verlag / Reihe Wirtschaftswissenschaften
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ECONIS (ZBW)
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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
Social networks in pervasive advertising and shopping
Dubach Spiegler, Erica
;
Hildebrand, Christian
; …
- In:
Pervasive advertising
,
(pp. 207-225)
.
2011
Persistent link: https://www.econbiz.de/10009348750
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
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