Advertising effectiveness : the moderating effect of firm strategy
Year of publication: |
April 2016
|
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Authors: | McAlister, Leigh ; Srinivasan, Raji ; Jindal, Niket ; Cannella, Albert A. <Jr.> |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 53.2016, 2, p. 207-224
|
Subject: | advertising | differentiation | cost leadership | sales | firm value | Unternehmenswert | Firm value | Werbewirkung | Advertising effects | Werbung | Advertising | Kostenführer | Cost leadership | Absatz | Sales |
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