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Handbook of Marketing Decision Models

Overview of attention for book
Cover of 'Handbook of Marketing Decision Models'

Table of Contents

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    Book Overview
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    Chapter 1 Marketing Decision Models: Progress and Perspectives
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    Chapter 2 Sales Promotion Models
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    Chapter 3 Innovation and New Products Research: A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions
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    Chapter 4 Models for the Financial-Performance Effects of Marketing
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    Chapter 5 Loyalty Programs: Current Insights, Research Challenges, and Emerging Trends
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    Chapter 6 Structural Models in Marketing: Consumer Demand and Search
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    Chapter 7 Economic Models of Choice
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    Chapter 8 Empirical Models of Learning Dynamics: A Survey of Recent Developments
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    Chapter 9 Measurement Models for Marketing Constructs
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    Chapter 10 Marketing Models for the Customer-Centric Firm
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    Chapter 11 Eye Movements During Search and Choice
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    Chapter 12 Business-Cycle Research in Marketing
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    Chapter 13 Marketing Models for the Life Sciences Industry
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    Chapter 14 Marketing Models for Internet Advertising
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    Chapter 15 Advertising Effectiveness and Media Exposure
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    Chapter 16 Social Media Analytics
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    Chapter 17 Integrating Social Networks into Marketing Decision Models
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    Chapter 18 Morphing Theory and Applications
Attention for Chapter 15: Advertising Effectiveness and Media Exposure
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Citations

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Summary Dimensions citations
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Chapter title
Advertising Effectiveness and Media Exposure
Chapter number 15
Book title
Handbook of Marketing Decision Models
Published by
Springer, Cham, January 2017
DOI 10.1007/978-3-319-56941-3_15
Book ISBNs
978-3-31-956939-0, 978-3-31-956941-3
Authors

Peter J. Danaher

View on publisher site
Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 24 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 24 100%

Demographic breakdown

Readers by professional status Count As %
Student > Ph. D. Student 4 17%
Researcher 3 13%
Student > Bachelor 2 8%
Professor 2 8%
Lecturer 1 4%
Other 2 8%
Unknown 10 42%
Readers by discipline Count As %
Business, Management and Accounting 6 25%
Arts and Humanities 2 8%
Agricultural and Biological Sciences 2 8%
Computer Science 1 4%
Economics, Econometrics and Finance 1 4%
Other 2 8%
Unknown 10 42%

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