Advertising contribution to a firm's profit : theory and evidence from the airline industry in the United States
Year of publication: |
2012
|
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Authors: | Shi, Lei |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 18.2012, 2, p. 209-235
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Subject: | Werbewirkung | Advertising effects | Unternehmenserfolg | Firm performance | Rentabilität | Profitability | Fluggesellschaft | Airline | USA | United States |
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