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Optimal microtargeting of advertising
Danaher, Peter J. - In: Journal of marketing research 60 (2023) 3, pp. 564-584
Persistent link: https://www.econbiz.de/10014294950
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The effect of competitive advertising interference on sales for packaged goods
Danaher, Peter J.; Bonfrer, Andre; Dhar, Sanjay - In: Journal of marketing research : JMR 45 (2008) 2, pp. 211-225
Persistent link: https://www.econbiz.de/10003713027
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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
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Incorporating emotions into evaluation and choice models : application to Kmart Australia
Roberts, Ken; Roberts, John H.; Danaher, Peter J.; … - In: Marketing science : the marketing journal of the … 34 (2015) 6, pp. 815-824
Persistent link: https://www.econbiz.de/10011410002
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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