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Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment
Danaher, Peter J.; Danaher, Tracey S.; Smith, Michael S.; … - In: Journal of marketing research 57 (2020) 3, pp. 445-467
Persistent link: https://www.econbiz.de/10012214143
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Delusion in attribution : caveats in using attribution for multimedia budget allocation
Danaher, Peter J.; Heerde, Harald J. van - In: Journal of marketing research : JMR 55 (2018) 5, pp. 667-685
Persistent link: https://www.econbiz.de/10011957967
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Comparing perceptions of marketing communication channels
Danaher, Peter J.; Rossiter, John R. - In: European journal of marketing : EJM 45 (2011) 1/2, pp. 6-42
Persistent link: https://www.econbiz.de/10009007637
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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