Browsing HBS Scholarly Articles by Keyword "personal selling"
Now showing items 1-1 of 1
-
The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
(2014-11-06)Firms increasingly use both mass-media advertising and targeted personal selling to successfully promote products and brands in the marketplace. In this study, we jointly examine the effect of mass-media advertising and ...