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The Targeting of Advertising

Published:2005-08 Issue:3 Volume:24 Page:461-476
ISSN:0732-2399
Container-title:Marketing Science
language:en
Short-container-title:Marketing Science

Author:

Iyer Ganesh,Soberman David,Villas-Boas J. Miguel

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Subject

Marketing,Business and International Management

Link

https://pubsonline.informs.org/doi/pdf/10.1287/mksc.1050.0117

Reference39 articles.

1. Anand B., Shachar R. Advertising the matchmaker. (2001) . Mimeo, Tel Aviv University, Tel Aviv, Israel

2. It takes two to tango: Equilibria in a model of sales

3. Research Note Consumer Addressability and Customized Pricing

4. Individual Marketing with Imperfect Targetability

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