Work

Planning Media Schedules in the Presence of Dynamic Advertising Quality

Year: 1998

Type: article

Source: Marketing Science

DOI: 10.1287/mksc.17.3.214

Authors: Prasad A. Naik, Murali K. Mantrala, Alan G. Sawyer

Institutions: University of California, Davis, University of Florida

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2162175235

FWCI: 12.73

Cites: 72

Cited by: 311

Related to: 10