Web Survey Bibliography
Title Cross media optimization. Measuring sales and branding across media (including online)
Author Briggs, R.
Access date 14.12.2004
Abstract Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limitations inherent in traditional approaches to marketing mix. This paper reviews our efforts to overcome these limitations with new measurement techniques founded on widely accepted research approaches.
Access/Direct link Homepage - conference (abstract)
Year of publication2004
Bibliographic typeConferences, workshops, tutorials, presentations