Practice prize paper-managing advertising campaigns for new product launches : an application at Mercedes-Benz
Year of publication: |
2019
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Authors: | Fischer, Marc |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 38.2019, 2, p. 343-359
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Subject: | advertising effectiveness | resource allocation | new product launch campaign | ordered logit models | single-source data | Produktentwicklung | New product development | Werbung | Advertising | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Innovation | Online-Marketing | Internet marketing | Marktforschung | Market research |
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