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Advertising and price effectiveness over the business cycle
Gijsenberg, Maarten J.; Heerde, Harald J. van; Dekimpe, … - 2009
Persistent link: https://www.econbiz.de/10009485877
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The impact of the business cycle on service providers : insights from international tourism
Dekimpe, Marnik G.; Peers, Yuri; Heerde, Harald J. van - In: Journal of service research : JSR 19 (2016) 1, pp. 22-38
Persistent link: https://www.econbiz.de/10011433131
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Price and advertising effectiveness over the business cycle
Heerde, Harald J. van; Gijsenberg, Maarten J.; Dekimpe, … - In: Journal of marketing research : JMR 50 (2013) 2, pp. 177-193
Persistent link: https://www.econbiz.de/10009737784
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Marketing budget allocation across countries : the role of international business cycles
Peers, Yuri; Heerde, Harald J. van; Dekimpe, Marnik G. - In: Marketing science : the marketing journal of the … 36 (2017) 5, pp. 792-809
Persistent link: https://www.econbiz.de/10011760408
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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
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Advertising and Price Effectiveness Over the Business Cycle
Gijsenberg, Maarten J.; van Heerde, Harald J.; Dekimpe, … - 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/10014206565