Planning of online and offline B2B promotion with conjoint analysis
نویسندگان
چکیده
منابع مشابه
Planning of online and offl ine B 2 B promotion with conjoint analysis
Even though many people have been searching for the holy grail of holistic marketing communication planning, no one seems to have succeeded. Communication planners are often left with data that only cover individual disciplines like advertising or with performance measures that cannot be deconstructed to a suffi ciently low level. In business-to-business (B2B) markets in particular, where adver...
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In table 2 we present standard errors for our main estimates. For estimates that come from MRI, the GSS or the CNES, we compute standard errors through a nonparametric bootstrap over samples of respondents. For estimates that come from comScore aggregate data, that is not an option. Instead we perform a parametric bootstrap in which we model the share conservative of each website as an independ...
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ژورنال
عنوان ژورنال: Journal of Targeting, Measurement and Analysis for Marketing
سال: 2008
ISSN: 1479-1862
DOI: 10.1057/jt.2008.11