Titlebook: Back to the Future: Using Marketing Basics to Provide Customer Value; Proceedings of the 2 Nina Krey,Patricia Rossi Conference proceedings

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Izabela Z. Schultz,Robert J. Gatcheler: presence vs. absence)?×?2 (disruption situation: in-stream commercial before the movie trailer vs. viewing the in-stream commercial only) between-subject randomized experiment, with 264 MTurk users..We found the main effects of advertising length for consumers’ perceptions of the advertising val

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Back to the Future: Using Marketing Basics to Provide Customer ValueProceedings of the 2

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Conference proceedings 2018lue. In recent years, both marketing scholars and practitioners have witnessed great advancements in technology and methodologies associated with big data, with location-based marketing centered on mobile apps and the real-time tracking of consumer behavior, and with innovations and enhancements in

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