Items where Author is "Yildirim, Gokhan"

Pauwels, Koen and Demirci, Ceren and Yildirim, Gokhan and Srinivasan, Shuba (2016) The impact of brand familiarity on online and offline media synergy. International Journal of Research in Marketing, 33 (4). pp. 739-753. ISSN 0167-8116

Esteban-Bravo, Mercedes and Vidal-Sanz, Jose M. and Yildirim, Gokhan (2015) Historical impact of technological change on the US mass media advertising expenditure. Technological Forecasting and Social Change, 100. pp. 306-316. ISSN 0040-1625

Erguncu, Selin and Yildirim, Gokhan (2014) How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets. In: Brand management in emerging markets : theories and practices. IGI Global, Hershey, Pa.. ISBN 9781466662421

Hanssens, Dominique M. and Pauwels, Koen H. and Srinivasan, Shuba and Vanhuele, Marc and Yildirim, Gokhan (2014) Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33 (4). pp. 534-550. ISSN 0732-2399

Esteban-Bravo, Mercedes and Vidal-Sanz, Jose M. and Yildirim, Gokhan (2014) Valuing customer portfolios with endogenous mass-and-direct-marketing interventions using a Stochastic Dynamic Programming Decomposition. Marketing Science, 33 (5). pp. 621-640. ISSN 0732-2399

Pauwels, Koen and Erguncu, Selin and Yildirim, Gokhan (2013) Winning hearts, minds and sales : how marketing communication enters the purchase process in emerging and mature markets. International Journal of Research in Marketing, 30 (1). pp. 57-68. ISSN 0167-8116