Advertising management principles are derived mostly from logic and very little from empirical generalizations
John R. Rossiter
| Year of publication: |
2012
|
|---|---|
| Authors: | Rossiter, John R. |
| Published in: |
Marketing theory. - London [u.a.] : Sage, ISSN 1470-5931, ZDB-ID 2201540-1. - Vol. 12.2012, 2, p. 103-116
|
| Subject: | Marketingmanagement | Marketing management | Werbeplanung | Advertising planning | Strategie | Strategy | Marketingtheorie | Marketing theory |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009571625