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    Chapter

    Beyond Demographics: Enhancing Media Planning with Emotional Variables

    What was once a fairly simple task of selecting a basic media vehicle from a very limited assortment of alternatives, i.e., newspapers or magazines, radio or television, signs or outdoor locations, etc., the a...

    Don E. Schultz, Martin P. Block in Advances in Advertising Research IX (2018)

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    Chapter and Conference Paper

    An Applied, Combined View of Impulse Shop**

    Impulse shop** has been studied and reported on for at least 75 years in the academic press. Yet, there is still no clear or agreed-upon theory for why it occurs or among whom. In this study, a large number ...

    Don E. Schultz, Martin P. Block… in Marketing at the Confluence between Entert… (2017)

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    Chapter and Conference Paper

    Beyond Negative Liberties: The Role of the Brand as Value Facilitator

    Brands are being increasingly recognized as one of the most valuable assets of a company (Simon and Sullivan 1993; Madden et al. 2006; Merz et al. 2009). As such appreciating their value represents a vital pri...

    Silvia Biraghi, Rossella C. Gambetti… in Rediscovering the Essentiality of Marketing (2016)