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Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective
Osinga, Ernst C., Leeflang, Peter S.H., Srinivasan, Shuba, Wieringa, Jaap E.Volume:
75
Language:
english
Journal:
Journal of Marketing
DOI:
10.1509/jm.75.1.109
Date:
January, 2011
File:
PDF, 273 KB
english, 2011