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Dr Gokhan Yildirim

Formerly at Lancaster University

  1. 2016
  2. Published

    The impact of brand familiarity on online and offline media synergy

    Pauwels, K., Demirci, C., Yildirim, G. & Srinivasan, S., 12/2016, In: International Journal of Research in Marketing. 33, 4, p. 739-753 15 p.

    Research output: Contribution to journalJournal articlepeer-review

  3. 2015
  4. Published

    Historical impact of technological change on the US mass media advertising expenditure

    Esteban-Bravo, M., Vidal-Sanz, J. M. & Yildirim, G., 11/2015, In: Technological Forecasting and Social Change. 100, p. 306-316 11 p.

    Research output: Contribution to journalJournal articlepeer-review

  5. 2014
  6. Published

    How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets

    Erguncu, S. & Yildirim, G., 06/2014, Brand management in emerging markets: theories and practices. Wang, C. L. & He, J. (eds.). Hershey, Pa.: IGI Global

    Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNChapter (peer-reviewed)peer-review

  7. Published

    Consumer attitude metrics for guiding marketing mix decisions

    Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M. & Yildirim, G., 2014, In: Marketing Science. 33, 4, p. 534-550 17 p.

    Research output: Contribution to journalJournal articlepeer-review

  8. Published

    Valuing customer portfolios with endogenous mass-and-direct-marketing interventions using a Stochastic Dynamic Programming Decomposition

    Esteban-Bravo, M., Vidal-Sanz, J. M. & Yildirim, G., 2014, In: Marketing Science. 33, 5, p. 621-640 20 p.

    Research output: Contribution to journalJournal articlepeer-review

  9. 2013
  10. Published

    Winning hearts, minds and sales: how marketing communication enters the purchase process in emerging and mature markets

    Pauwels, K., Erguncu, S. & Yildirim, G., 2013, In: International Journal of Research in Marketing. 30, 1, p. 57-68 12 p.

    Research output: Contribution to journalJournal articlepeer-review

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