Chen Lin

Michigan State University-Department of Marketing

Assistant Professor of Marketing

632 bogue street

East Lansing, MI 48824-1121

United States

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Scholarly Papers (1)

1.

Media Multiplexing Behavior: Implications for Targeting and Media Planning

Marketing Science, Forthcoming
Number of pages: 63 Posted: 29 Sep 2012 Last Revised: 06 Oct 2012
Michigan State University-Department of Marketing, University of North Carolina (UNC) at Chapel Hill - Marketing Area and Emory University - Department of Marketing
Downloads 475 (59,586)

Abstract:

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