Media Placement Versus Advertising Execution: Cutting Edge International Research

Research output: Chapter in Book/Report/Conference proceedingChapter

10 Scopus citations
Original languageEnglish
Title of host publicationEAA Advances in Advertising Research
Subtitle of host publicationCutting Edge International Research
EditorsRalf Terlutter, Sandra Diehl, Shintaro Okazaki
PublisherGabler
StatePublished - 2010

Cite this

Malthouse, E. C., & Calder, B. (2010). Media Placement Versus Advertising Execution: Cutting Edge International Research. In R. Terlutter, S. Diehl, & S. Okazaki (Eds.), EAA Advances in Advertising Research: Cutting Edge International Research Gabler.