Author: | Yawitz, J. B. Connelly, F. J. Marshall, W. J. |
Title: | Advertising and value maximization: an integrative approach. |
Journal: | Decision Sciences
1978 : 2 APR VOL.9 p.196-205 |
Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING EXPENDITURE |
Language: | eng |
Abstract: |
SCIMA