Lin Chen

Independent

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Scholarly Papers (1)

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Media Multiplexing Behavior: Implications for Targeting and Media Planning

Marketing Science, Vol. 32, No. 2, 2013; pp. 310-324; DOI: 10.1287/mksc.1120.0759
Posted: 13 Nov 2013
Independent, University of North Carolina (UNC) at Chapel Hill - Kenan-Flagler Business School and Emory University - Department of Marketing

Abstract:

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integrated marketing communications (IMC), media planning, multichannel management, multimedia consumption, substitution and complementarities, interactive media, Internet advertising