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Advertising contribution to a firm's profit : theory and evidence from the airline industry in the United States
Shi, Lei - In: Journal of promotion management : JPM 18 (2012) 2, pp. 209-235
Persistent link: https://www.econbiz.de/10009560049
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On branding in the Western world with figurative content factors : a case of established versus non-established brands
Shi, Lei - In: Journal of promotion management : JPM 20 (2014) 3, pp. 358-371
Persistent link: https://www.econbiz.de/10010399899
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Advertising-operations interaction effect on promotion success in the United States during the early stage of a retailing innovation
Shi, Lei - In: Journal of promotion management : JPM 22 (2016) 6, pp. 918-931
Persistent link: https://www.econbiz.de/10011632083
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Advertising Contribution to a Firm's Profit: Theory and Evidence from the Airline Industry in the United States
Shi, Lei - In: Journal of promotion management : JPM 18 (2012) 2, pp. 209-236
Persistent link: https://www.econbiz.de/10009971386