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Assessing the effect of marketing investments in a business marketing context
Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 924-940
Persistent link: https://www.econbiz.de/10009384003
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Recovering hidden buyer-seller relationship states to measure the return on marketing investment in business-to-business markets
Luo, Anita; Kumar, V. - In: Journal of marketing research : JMR 50 (2013) 1, pp. 143-160
Persistent link: https://www.econbiz.de/10009715239
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Modeling customer opt-in and opt-out in a permission-based marketing context
Kumar, V.; Zhang, Xi Alan; Luo, Anita - In: Journal of marketing research : JMR 51 (2014) 4, pp. 403-419
Persistent link: https://www.econbiz.de/10010399715