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The Air War versus The Ground Game:An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
Personal Selling Multi-Channel Marketing Political Campaigns Discrete-Choice Modeling
2015/4/28
Firms increasingly use both mass-media advertising and targeted personal selling to successfully promote products and brands in the marketplace. In this study, we jointly examine the effect of mass-me...
Concentration Levels in the U.S. Advertising and Marketing Services Industry:Myth vs. Reality
Advertising and Acquisitions Revenue Data and Data Sets Surveys Marketing
2015/4/22
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of th...