Inicio  /  JOURNAL OF MARKETING  /  Vol: 75 Núm: 1 Par: 0 (2011)  /  Artículo
ARTÍCULO
TITULO

Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective

Ernst C. Osinga    
Peter S.H. Leeflang    
Shuba Srinivasan    
& Jaap E. Wieringa    

Resumen

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