Supporting new product launches with social media communication and online advertising: Sales volume and profit implications


Gruner, Richard L. ; Vomberg, Arnd ; Homburg, Christian ; Lukas, Bryan A.



DOI: https://doi.org/10.1111/jpim.12475
URL: https://onlinelibrary.wiley.com/doi/abs/10.1111/jp...
Document Type: Article
Year of publication: 2019
The title of a journal, publication series: Journal of Product Innovation Management
Volume: 36
Issue number: 2
Page range: 172-195
Place of publication: Oxford
Publishing house: Wiley-Blackwell
ISSN: 0737-6782 , 1540-5885
Publication language: English
Institution: Business School > Empirische Forschungsmethoden (Juniorprofessur) (Vomberg 2014-2018)
Business School > ABWL u. Marketing I (Homburg)
Subject: 330 Economics

Dieser Eintrag ist Teil der Universitätsbibliographie.




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Gruner, Richard L. ; Vomberg, Arnd ; Homburg, Christian ; Lukas, Bryan A. (2019) Supporting new product launches with social media communication and online advertising: Sales volume and profit implications. Journal of Product Innovation Management Oxford 36 2 172-195 [Article]


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