Rademaker, Claudia A. - Economics Institute for Research (SIR), … - 2011
.<P> This study adds to prior research on the non-use of models in practice by showing that the non-use of models also exists … of the marketing managers do not make use of media selection models. In the attempt to investigate differences in the … factors guiding media selection between marketing managers who use media selection models (users) and those who do not use any …