Bravo, Mercedes Esteban; Vidal-Sanz, José M.; … - Departamento de Economía de la Empresa, Universidad … - 2012
Historically US Media channels have competed to attract advertising expenditure from marketing. This has been a fierce battle, where, every few years, incumbents have been shattered by the introduction of a new media such as TV, Yellow Pages, Cable and the Internet. In this paper we will analyze...