The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three Decades
Year of publication: |
2011
|
---|---|
Authors: | Steenkamp, Jan-Benedict E. M. ; Eric (Er) Fang |
Published in: |
Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 30.2011, 4, p. 628-645
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | economic contractions | R&D | advertising |
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