Narrow search
Showing 1 - 10 of 12
Cover Image
A theory of combative advertising
Chen, Yuxin; Joshi, Yogesh V.; Raju, Jagmohan Singh; … - In: Marketing science : the marketing journal of the … 28 (2009) 1, pp. 1-19
Persistent link: https://www.econbiz.de/10003858464
Cover Image
Cloak or flaunt? : the fashion dilemma
Yoganarasimhan, Hema - In: Marketing science : the marketing journal of the … 31 (2012) 1, pp. 74-95
Persistent link: https://www.econbiz.de/10009511627
Cover Image
Cheap-talk advertising and misrepresentation in vertically differentiated markets
Gardete, Pedro M. - In: Marketing science : the marketing journal of the … 32 (2013) 4, pp. 609-621
Persistent link: https://www.econbiz.de/10009787933
Cover Image
Synergy or interference : the effect of product placement on commercial break audience decline
Schweidel, David A.; Foutz, Natasha Zhang; Tanner, Robin J. - In: Marketing science : the marketing journal of the … 33 (2014) 6, pp. 763-780
Persistent link: https://www.econbiz.de/10010468394
Cover Image
Marketing communication strategies and consumer financial decision making : the role of national culture
Petersen, J. Andrew; Kushwaha, Tarun; Kumar, V. - In: Journal of marketing 79 (2015) 1, pp. 44-63
Persistent link: https://www.econbiz.de/10010502724
Cover Image
The air war vs. the ground game : an analysis of multichannel marketing in U.S. presidential elections
Zhang, Lingling; Chung, Doug J. - In: Marketing science : the marketing journal of the … 39 (2020) 5, pp. 872-892
Persistent link: https://www.econbiz.de/10012305112
Cover Image
Practice prize paper-managing advertising campaigns for new product launches : an application at Mercedes-Benz
Fischer, Marc - In: Marketing science : the marketing journal of the … 38 (2019) 2, pp. 343-359
Persistent link: https://www.econbiz.de/10012022546
Cover Image
Advertising strategy in the presence of reviews : an empirical analysis
Hollenbeck, Brett; Moorthy, Sridhar; Proserpio, Davide - In: Marketing science : the marketing journal of the … 38 (2019) 5, pp. 793-811
Persistent link: https://www.econbiz.de/10012120907
Cover Image
Integrating marketing communications : new findings, new lessons, and new ideas
Batra, Rajeev; Keller, Kevin Lane - In: Journal of marketing 80 (2016) 6, pp. 122-145
Persistent link: https://www.econbiz.de/10011621583
Cover Image
Seeding as part of the marketing mix : word-of-mouth program interactions for fast-moving consumer goods
Dost, Florian; Phieler, Ulrike; Haenlein, Michael; … - In: Journal of marketing 83 (2019) 2, pp. 62-81
Persistent link: https://www.econbiz.de/10012175889