Internalization of advertising services : testing a theory of the firm
Year of publication: |
2021
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Authors: | Wernerfelt, Birger ; Silk, Alvin J. ; Yu, Shuyi |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 40.2021, 5, p. 946-963
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Subject: | theory of the firm | advertising agencies | Theorie der Unternehmung | Theory of the firm | Werbewirtschaft | Advertising industry | Werbung | Advertising | Internationales Marketing | International marketing |
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