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Interbrand Choice, Media Mix and Market Performance · Study

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ArticleInterbrand Choice, Media Mix and Market Performance

Michael E. Porter1976

Article1976

Interbrand Choice, Media Mix and Market Performance

Michael E. Porter

85 citations·0/0 files stored·American Economic Review

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

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References

1976The Economics of Information 1977From Entry Barriers to Mobility Barriers: Conjectural Decisions and Contrived Deterrence to New Competition*1964Advertising and Competition 1974Consumer Behavior, Retailer Power and Market Performance in Consumer Goods Industries

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2001The Emerging Position of the Internet as an Advertising Medium 2003Advertising efficiency and the choice of media mix: a case of beer 2015The Impacts of Advertising Assets and R&D Assets on Reducing Bankruptcy Risk 1984The Economic Effects of Advertising: A Review of the Literature 2005A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions 2015Does advertising spending improve sales performance?2016Quality Uncertainty, Search, and Advertising 2015Advertising in Markets

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Year1976

Typearticle

Published1976-01-01

VenueAmerican Economic Review

ISSN-L0002-8282

Languageen

Citations85

Files0 public / 0

ShelfMarketing and Advertising Strategies

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openalex_workW1566127125

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