A model assessing the effectiveness of direct-to-consumer advertising: Integration of concepts and measures from marketing and healthcare
| Year of publication: |
2004
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| Authors: | Menon, Ajit M. ; Deshpande, Aparna D. ; Zinkhan, George M. ; Perri III, Matthew |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Henley-on-Thames [u.a.] : World Advertising Research Center, ISSN 0261-9903, ZDB-ID 832054. - Vol. 23.2004, 1, p. 91-118
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