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The media handbook : a complete guide to advertising media selection, planning, research, and buying
Katz, Helen E. - 2022 - 8th edition
"The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes...
Persistent link: https://www.econbiz.de/10013483603
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Exploring the Structure of Complex Software Designs: An Empirical Study of Open Source and Proprietary Code
MacCormack, Alan; Rusnak, John; Baldwin, Carliss Y. - In: Management Science 52 (2006) 7, pp. 1015-1030
This paper reports data from a study that seeks to characterize the differences in design structure between complex … software products. We use design structure matrices (DSMs) to map dependencies between the elements of a design and define … purposeful managerial actions can have a significant impact in adapting a design's structure. This latter result is important …
Persistent link: https://www.econbiz.de/10009191782