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Research article

First published 2013-3

Healthy Heroes,Magic Meals,and a Visiting Alien

Martine Stead, Lisa Arnott, Emma Dempsey

Social Marketing Quarterly

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Research article

First published 1992-5

A Communications Response Model for a Mature Industrial Product: Application and Implications

Srinath Gopalakrishna, Rabikar Chatterjee

Journal of Marketing Research

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Research article

First published 2009-11

A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

Prasad A. Naik, Kay Peters

Journal of Interactive Marketing

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Research article

First published 1980-11

A Procedure for Students to Develop Profile of Advertising Expenditures

Donald Vance

Journal of Marketing Education

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Research article

First published 2003-11

Understanding the Impact of Synergy in Multimedia Communications

Prasad A. Naik, Kalyan Raman

Journal of Marketing Research

Open access

Research article

First published 2026-2

The Different Effects of Mass-Media Marketing and Personal Sales Budgets Across the Life Cycle of B2B High-Tech Start-Ups

Arnd Vomberg, Maximilian Friess, Sascha Alavi [...]

Journal of Marketing Research

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Research article

First published 2007-9

Web User Opinions as an Information Source. What Impact on Cinema Attendances?

Bertrand Belvaux, Séverine Marteaux

Recherche et Applications en Marketing (English Edition)

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Research article

First published 2019-2

Effects of Message Variation and Communication Tools Choices on Consumer Response

Boonchai Hongcharu

Global Business Review

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Research article

First published 2012-2

Optimal Resource Allocation with Time-varying Marketing Effectiveness,Margins and Costs ☆

Kalyan Raman, Murali K. Mantrala, Shrihari Sridhar [...]

Journal of Interactive Marketing

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Research article

First published 2019-2

A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices across Industries

Salvador Del Barrio-García, Wagner A. Kamakura, Teodoro Luque-Martínez

Journal of Interactive Marketing

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