Optimal Targeting of Advertisement for New Products with Multiple Consumer Segments

Vijay Hariharan, D Talukdar, C Kwon

Research output: Contribution to journal › Article › Academic › peer-review

17 Citations (Scopus)

Original language	English
Pages (from-to)	263-271
Number of pages	9
Journal	International Journal of Research in Marketing
Volume	32
Issue number	3
DOIs	https://doi.org/10.1016/j.ijresmar.2015.01.002
Publication status	Published - 2015

Access to Document

@article{aac5ab2847de44d881a145ea286f6774,

title = "Optimal Targeting of Advertisement for New Products with Multiple Consumer Segments",

author = "Vijay Hariharan and D Talukdar and C Kwon",

year = "2015",

doi = "10.1016/j.ijresmar.2015.01.002",

language = "English",

volume = "32",

pages = "263--271",

journal = "International Journal of Research in Marketing",

issn = "0167-8116",

publisher = "Elsevier",

number = "3",

}

TY - JOUR

T1 - Optimal Targeting of Advertisement for New Products with Multiple Consumer Segments

AU - Hariharan, Vijay

AU - Talukdar, D

AU - Kwon, C

PY - 2015

Y1 - 2015

U2 - 10.1016/j.ijresmar.2015.01.002

DO - 10.1016/j.ijresmar.2015.01.002

M3 - Article

SN - 0167-8116

VL - 32

SP - 263

EP - 271

JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

IS - 3

ER -