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Lin Chen
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Scholarly Papers (1)
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1.
Media Multiplexing Behavior: Implications for Targeting and Media Planning
Marketing Science, Forthcoming
Number of pages: 63
Posted: 07 Oct 2012
Lin Chen,
Sriram Venkataraman
and
Sandy D. Jap
affiliation not provided to SSRN
, University of North Carolina - Chapel Hill, Kenan-Flagler Business School and Emory University - Department of Marketing
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Abstract:
integrated marketing communications (IMC), media planning, multi-channel
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