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Neumann, Nico; Tucker, Catherine; Whitfield, Timothy - In: Marketing science : the marketing journal of the … 38 (2019) 6, pp. 918-926

Persistent link: https://www.econbiz.de/10012147182

What Type of Digital Advertising is Most Effective for B2B Prospecting? The Case of IT Decision-Makers

Neumann, Nico; Tucker, Catherine E.; Subramanyam, Kumar; … - 2022

Business-to-business (B2B) marketers face the challenge of how to communicate best with decision-makers in a firm. For example, firms selling software and IT need to identify IT decision-makers (ITDM) within a firm. The modern digital environment in theory allows B2B marketers to target such...

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The reach and persuasiveness of viral video ads

Tucker, Catherine - In: Marketing science : the marketing journal of the … 34 (2015) 2, pp. 281-296

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The economics of advertising and privacy

Tucker, Catherine - In: International journal of industrial organization 30 (2012) 3, pp. 326-329

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Social networks, personalized advertising, and privacy controls

Tucker, Catherine - In: Journal of marketing research : JMR 51 (2014) 5, pp. 546-562

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Growing two-sided networks by advertising the user base : a field experiment

Tucker, Catherine; Zhang, Juanjuan - In: Marketing science : the marketing journal of the … 29 (2010) 5, pp. 805-814

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Implications of "online display advertising : targeting and obtrusiveness"

Goldfarb, Avi; Tucker, Catherine - In: Marketing science : the marketing journal of the … 30 (2011) 3, pp. 413-415

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Discussion of "online display advertising : targeting and obtrusiveness" by Avi Goldfarb and Catherine Tucker

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When is less more, and how much more? : thoughts on the psychological and economic implications of online targeting and obtrusiveness

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Online display advertising : targeting and obtrusiveness

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