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 proceeding › Book chapter › Research

Original language	English
Title of host publication	Content and Media Factors in Advertising
Editors	Bas van den Putte, Edith Smit
Publication date	2004
Pages	129-135
Publication status	Published - 2004

Handle.net

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

keywords = "Brand equity, Reklameudgifter, Markedsandel",

author = "Constanze Hess and Peter Neijens and {Bech Christensen}, Lars and Flemming Hansen",

note = "Opstilling: 659.1 con L{\o}be nr.: 050785",

year = "2004",

language = "English",

pages = "129--135",

editor = "{van den Putte}, Bas and Edith Smit",

booktitle = "Content and Media Factors in Advertising",

}

TY - CHAP

T1 - Share of voice/share of market in FMCG product categories

T2 - Advertising strategy analyzed using single-source data

AU - Hess, Constanze

AU - Neijens, Peter

AU - Bech Christensen, Lars

AU - Hansen, Flemming

N1 - Opstilling: 659.1 con Løbe nr.: 050785

PY - 2004

Y1 - 2004

KW - Brand equity

KW - Reklameudgifter

KW - Markedsandel

M3 - Book chapter

SP - 129

EP - 135

BT - Content and Media Factors in Advertising

A2 - van den Putte, Bas

A2 - Smit, Edith

ER -