Advertising effectiveness : the moderating effect of firm strategy
Leigh McAlister, Raji Srinivasan, Niket Jindal, and Albert A. Cannella
| Year of publication: |
April 2016
|
|---|---|
| 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
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| Subject: | advertising | differentiation | cost leadership | sales | firm value | Werbewirkung | Advertising effects | Werbung | Advertising | Unternehmenswert | Firm value | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jmr.13.0285 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011485280