Share of voice/share of market in FMCG product categories: Advertising strategy analyzed using single-source data

Constanze Hess, Peter Neijens, Lars Bech Christensen, Flemming Hansen

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearch

Original languageEnglish
Title of host publicationContent and Media Factors in Advertising
EditorsBas van den Putte, Edith Smit
Publication date2004
Pages129-135
Publication statusPublished - 2004

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