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Internalization of advertising services : testing a theory of the firm
Wernerfelt, Birger; Silk, Alvin J.; Yu, Shuyi - In: Marketing science : the marketing journal of the … 40 (2021) 5, pp. 946-963
Persistent link: https://www.econbiz.de/10012668070
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Scale and scope effects on advertising agency costs
Silk, Alvin J. - In: Marketing science : the marketing journal of the … 12 (1993) 1, pp. 53-72
Persistent link: https://www.econbiz.de/10001152601
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No customer left behind : a distribution-free Bayesian approach to accounting for missing Xs in marketing models
Qian, Yi; Xie, Hui - In: Marketing science : the marketing journal of the … 30 (2011) 4, pp. 717-736
Persistent link: https://www.econbiz.de/10009299470
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Idea generation, creativity, and prototypicality
Toubia, Olivier; Netzer, Oded - In: Marketing science : the marketing journal of the … 36 (2017) 1, pp. 1-20
Persistent link: https://www.econbiz.de/10011645742
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Raw ideas in the fuzzy front end : verbosity increases perceived creativity
Kornish, Laura J.; Jones, Sharaya M. - In: Marketing science : the marketing journal of the … 40 (2021) 6, pp. 1106-1122
Persistent link: https://www.econbiz.de/10012796445
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Social TV, advertising, and sales : are social shows good for advertisers?
Fossen, Beth L.; Schweidel, David A. - In: Marketing science : the marketing journal of the … 38 (2019) 2, pp. 274-295
Persistent link: https://www.econbiz.de/10012022542
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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
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The buffer effect : the role of color when advertising exposures are brief and blurred
Wedel, Michel; Pieters, Rik - In: Marketing science : the marketing journal of the … 34 (2015) 1, pp. 134-143
Persistent link: https://www.econbiz.de/10010497612
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In-store advertising by competitors
Kuksov, Dmitri; Prasad, Ashutosh; Zia, Mohammad - In: Marketing science : the marketing journal of the … 36 (2017) 3, pp. 402-425
Persistent link: https://www.econbiz.de/10011695445
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Sunny, rainy, and cloudy with a chance of mobile promotion effectiveness
Li, Chenxi; Luo, Xueming; Cheng, Zhang; Wang, Xiaoyi - In: Marketing science : the marketing journal of the … 36 (2017) 5, pp. 762-779
Persistent link: https://www.econbiz.de/10011760394