Blar i Handelshøyskolen BI på forfatter "Yildirim, Gokhan"
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Advertising's sequence of effects on consumer mindset and sales: A comparison across brands and product categories
Valenti, Albert; Yildirim, Gokhan; Vanhuele, Marc; Srinivasan, Shuba; Pauwels, Koen (Peer reviewed; Journal article, 2022)Advertising has the power to influence how consumers experience, think, and feel about brands, but the sequence of these mindset effects may differ by brand and category. This paper analyzes how the mindset factors of ... -
Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing
Valenti, Albert; Srinivasan, Shuba; Yildirim, Gokhan; Pauwels, Koen (Peer reviewed; Journal article, 2023)Multichannel retailers need to understand how to allocate marketing budgets to customer segments and online and offline sales channels. We propose an integrated methodological approach to assess how email and direct mail ...