Vijay Mahajan

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  • Kalyan, Raman, Eyal Biyalogorsky, Eitan Gerstner, Sunil Gupta, Gary Lilien +7 others
  • 2003
Many advertisers adopt the integrated marketing communications perspective that emphasizes the importance of synergy in planning multi-media activities. However, the role of synergy in multimedia communications is not well understood. Thus, the authors investigate the theoretical and empirical effects of synergy by extending a commonly used dynamic(More)
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