Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective
Year of publication: |
2011
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Authors: | Osinga, Ernst C ; Leeflang, Peter S H ; Srinivasan, Shuba ; Wieringa, Jaap E |
Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 75.2011, 1, p. 109-109
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