Incorporating long-term effects in determining the effectiveness of different types of online advertising

Ralph Breuer (), Malte Brettel and Andreas Engelen

Marketing Letters, 2011, vol. 22, issue 4, 327-340

Keywords: Online advertising effectiveness; Marketing mix; Long-term effect; Time lag; Media selection (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (18)

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DOI: 10.1007/s11002-011-9136-3

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