Explaining Variations in the Advertising & Promotional Costs-Sales Ratio: A Response, Research Criteria, and Guidelines
| Year of publication: |
1997
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|---|---|
| Authors: | Balasubramanian, Siva K. ; Kumar, V. |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 61.1997, 1, p. 97-98
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