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Thorson, Esther
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1

Dynamic marketing budgeting for platform firms 

, In: Journal of marketing research / American Marketing Association
theory, evidence, and application 
Naik, Prasad A. ; Thorson, Esther ; Sridhar, Shrihari.. (2011)  6 - p. 929-943
Copies:  Zentrale: z bwl 419 jc/085; Zentrale:Magazin Zs fb 4085
 
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2

The impact of celebrity-product incongruence on the effecti..:

, In: Journal of advertising research / Advertising Research Foundation
Lee, Jung-gyo ; Thorson, Esther. (2008)  3 - p. 433-449
Copies:  Zentrale: z bwl 400 jc/279; Zentrale:Magazin Zs fc 5279
 
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3

Uphill or downhill? 

, In: Journal of marketing / American Marketing Association
locating the firm on a profit function 
Naik, Prasad A. ; Thorson, Esther ; Mantrala, Murali K... (2007)  2 - p. 26-44
Copies:  Zentrale: z bwl 419 jc/922; Zentrale:Magazin Zs fb 3922
 
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4

Optimizing a menu of multiformat subscription plans for ad-..:

, In: Journal of marketing / American Marketing Association
Kanuri, Vamsi K. ; Mantrala, Murali K. ; Thorson, Esther. (2017)  2 - p. 45-63
Copies:  Zentrale: z bwl 419 jc/922; Zentrale:Magazin Zs fb 3922
 
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