ADVERTISING EFFECTIVENESS - Linking advertising to brand and market-based assets - How to leverage market-based assets to grow shareholder value: The Microsoft case
Year of publication: |
2000
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Authors: | Srivastava, Rajendra ; Fahey, Liam ; Shervani, Tasadduq |
Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - Vol. 35.2000, 2, p. 33-36
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