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Billboard and cinema advertising : missed opportunity or spoiled arms?

Frison, Steffi; Dekimpe, Marnik G.; Croux, Christophe; … - In: International journal of research in marketing : IJRM ; … 31 (2014) 4, pp. 425-433

Persistent link: https://www.econbiz.de/10011280164

The role of national culture in advertising's sensitivity to business cycles : an investigation across all continents

Deleersnyder, Barbara; Dekimpe, Marnik G.; Steenkamp, … - 2007

Persistent link: https://www.econbiz.de/10003651669

The role of national culture in advertising's sensitivity to business cycles : an investigation across continents

Deleersnyder, Barbara; Dekimpe, Marnik G.; Steenkamp, … - In: Journal of marketing research : JMR 46 (2009) 5, pp. 623-636

Persistent link: https://www.econbiz.de/10003896216

Advertising response models

Dekimpe, Marnik G.; Hanssens, Dominique M. - In: The Sage handbook of advertising, (pp. 247-263). 2007

Persistent link: https://www.econbiz.de/10003570486

Advertising and price effectiveness over the business cycle

Gijsenberg, Maarten J.; Heerde, Harald J. van; Dekimpe, … - 2009

Persistent link: https://www.econbiz.de/10009485877

Do promotions benefit manufacturers, retailers or both?

Srinivasan, Shuba; Pauwels, Koen; Hanssens, Dominique M.; … - 2001 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001658533

Do promotions benefit manufacturers, retailers or both?

Srinivasan, Shuba; Pauwels, Koen; Hanssens, Dominique M.; … - 2001

Persistent link: https://www.econbiz.de/10001620698

Do promotions benefit manufacturers, retailers, or both?

Srinivasan, Shuba; Pauwels, Koen; Hanssens, Dominique M.; … - 2001

Persistent link: https://www.econbiz.de/10001655363

Advertising and Price Effectiveness over the Business Cycle

Gijsenberg, Maarten J. - 2012

In this study, the authors conduct a systematic investigation on the evolution in the effectiveness of two important marketing mix instruments, advertising and price, over the business cycle. Analyses are based on 163 branded products in 37 mature CPG categories in the UK, and this for a period...

Persistent link: https://www.econbiz.de/10013116504

Online display advertising for CPG brands : (when) does it work?

Ewijk, Bernadette J. van; Stubbe, Astrid; Gijsbrechts, Els - In: International journal of research in marketing : IJRM ; … 38 (2021) 2, pp. 271-289

Persistent link: https://www.econbiz.de/10012591030