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Problems in marketing
Brown, Milton P., (1968)
Perceived risk as a factor in product-oriented word-of-mouth behavior: a first step
Cunningham, Scott M., (1965)
Appraising the economic and social effects of advertising : a review of issues and evidence : Prep. by Michael Pearce; Scott M. Cunningham; Avon Miller. Under the supervision of Robert D. Buzzell; Stephen A. Greyser. Marketing Science Institute, staff report
Pearce, Michael, (1971)