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Return on Investment Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing-Mix Interactions
Sridhar Narayanan, Ramarao Desiraju and Pradeep K. ChintaguntaVolume:
68
Language:
english
Journal:
Journal of Marketing
DOI:
10.2307/30162019
Date:
October, 2004
File:
PDF, 3.06 MB
english, 2004