Media synergy comes of age Part I

Journal of Direct, Data and Digital Marketing Practice

Volumn 11, Issue 1, 2009, Pages 3-19

  Schultz, Don E ^a   Block, Martin ^a   Raman, Kalyan ^a  

^a NORTHWESTERN UNIVERSITY   (United States)

Author keywords

CHAID analysis; Dynamic market response models; Media Planning; Media synergy; SIMM data; Simultaneous media usage

Indexed keywords

EID: 68649102809     PISSN: 17460166     EISSN: 17460174     Source Type: Journal    
DOI: 10.1057/dddmp.2009.13     Document Type: Article

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