The targeting of advertising

Marketing Science

Volumn 24, Issue 3, 2005, Pages 461-476

  Iyer, Ganesh ^a   Soberman, David ^b   Villas Boas, J Miguel ^a  

^a UNIVERSITY OF CALIFORNIA   (United States)

^b INSEAD   (France)

Author keywords

Advertising; Media precision; Price discrimination; Targeting

Indexed keywords

EID: 20444503851     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1050.0117     Document Type: Review

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