Marketing communication strategies in support of product launch : an empirical study of Taiwanese high-tech firms
Year of publication: |
2007
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Authors: | Chen, Chien-Wei ; Shen, Chung-Chi ; Chiu, Wan-Yu |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 36.2007, 8, p. 1046-1056
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Subject: | Hochtechnologie | High technology | Innovation | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Schätzung | Estimation | Taiwan |
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