Gokhan Yildirim
Gokhan Yildirim
Associate Professor of Marketing, Imperial College Business School
Verified email at imperial.ac.uk
Title
Cited by
Cited by
Year
Consumer attitude metrics for guiding marketing mix decisions
DM Hanssens, KH Pauwels, S Srinivasan, M Vanhuele, G Yildirim
Marketing Science 33 (4), 534-550, 2014
872014
Winning hearts, minds and sales: how marketing communication enters the purchase process in emerging and mature markets
K Pauwels, S Erguncu, G Yildirim
International Journal of Research in Marketing 30 (1), 57-68, 2013
552013
The impact of brand familiarity on online and offline media synergy
K Pauwels, C Demirci, G Yildirim, S Srinivasan
International Journal of Research in Marketing 33 (4), 739-753, 2016
402016
App popularity: Where in the world are consumers most sensitive to price and user ratings?
R Kübler, K Pauwels, G Yildirim, T Fandrich
Journal of Marketing 82 (5), 20-44, 2018
252018
Conditions for owned, paid and earned media impact and synergy
C Demirci, K Pauwels, S Srinivasan, G Yildirim
Cambridge, MA: Marketing Science Institute. Retrieved June 19, 2015, 2014
142014
Historical impact of technological change on the US mass media advertising expenditure
M Esteban-Bravo, JM Vidal-Sanz, G Yildirim
Technological Forecasting & Social Change, 2015
62015
Valuing customer portfolios with endogenous mass-and-direct-marketing interventions using a Stochastic Dynamic Programming Decomposition
M Esteban-Bravo, JM Vidal-Sanz, G Yildirim
Marketing Science 33 (5), 621-640, 2014
52014
How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets
S Erguncu, G Yildirim
Brand management in emerging markets, 2014
42014
US advertising expenditure trends: Long run effects and structural changes with new media introductions
M Esteban-Bravo, JM Vidal-Sanz, G Yildirim
Getafe: Universidad Carlos III de Madrid, Working Paper 15, 0
3
Can Retail Sales Volatility be Curbed Through Marketing Actions?
M Esteban-Bravo, JM Vidal-Sanz, G Yildirim
Marketing Science 36 (2), 232-253, 2017
12017
Managing Multichannel Marketing for L’Occitane
A Valenti, S Srinivasan, G Yildirim, K Pauwels
2018
Valuing customer portfolios with endogenous mass-and-direct-marketing interventions using a stochastic dynamic programming decomposition
G Yildirim, JM Vidal-Sanz, M Esteban-Bravo
DEE-Working Papers. Business Economics. WB, 2012
2012
Expenditure trends in US advertising: long-term effects and structural changes with new media introductions
G Yildirim, JM Vidal-Sanz, M Esteban-Bravo
DEE-Working Papers. Business Economics. WB, 2012
2012
Intern. J. of Research in Marketing
K Pauwels, S Erguncu, G Yildirim
2012
Three essays on marketing dynamics
G Yildirim
2012
Expenditure trends in US advertising: long-term effects and structural changes with new media introductions
M Esteban-Bravo, JM Vidal-Sanz, G Yildirim
2012
Can we curb retail sales volatility through marketing mix actions?
JM Vidal-Sanz, G Yildirim, M Esteban-Bravo
DEE-Working Papers. Business Economics. WB, 2011
2011
Can we curb retail sales volatility through marketing mix actions?
ME Bravo, G Yildirim, J Vidal-Sanz
Universidad Carlos III, Departamento de Economía de la Empresa Business …, 2011
2011
Can we curb retail sales volatility through marketing mix actions?
M Esteban-Bravo, G Yildirim, JM Vidal-Sanz
2011
Is the Hierarchy of Effects Dead or Alive?
A Valenti, G Yildirim, M Vanhuele, S Srinivasan
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