Kay Peters

University of Hamburg - Institute for Marketing and Media

Welckerstrasse 8

Hamburg, 20354

Germany

Hamburg Center for Health Economics

Professor of Marketing

Von-Melle-Park 5

Hamburg, 20146

Germany

UC Davis, GSM

Visiting Professor

One Shields Avenue

Davis, CA 95616

United States

SCHOLARLY PAPERS

2

DOWNLOADS

428

CITATIONS

1

Scholarly Papers (2)

1.

The Effect of Mailing Design Characteristics on Direct Mail Campaign Performance

International Journal of Research in Marketing, 30(2), (2013) (Forthcoming)
Number of pages: 53 Posted: 05 Oct 2012
affiliation not provided to SSRN, affiliation not provided to SSRN, University of Muenster, University of Hamburg - Institute for Marketing and Media and University of Groningen - Department of Marketing & Marketing Research
Downloads 232 (130,840)

Abstract:

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Advertising, Consumer Behavior, Direct Marketing, Information Processing, Content Analysis, Market Analysis and Response, Intermediate Communication Measures, Non-Profit Organizations, Financial Services

2.

Spatiotemporal Allocation of Advertising Budgets

Number of pages: 53 Posted: 28 Jun 2011
University of California, Davis, University of Hamburg - Institute for Marketing and Media and University of California, Davis
Downloads 196 (153,678)

Abstract:

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Advertising, Budget Allocation, Spatiotemporal Model, Optimal Allocation, Neighborhood Effects, Spatial Dependence, Spatial Heterogeneity