COMPARING INTENSITY AND EFFECTIVENESS OF MARKETING COMMUNICATIONS: SERVICES VS. NON-SERVICES.
| Autor: | Herrington, J. Duncan1, Lollar, James G.1, Cotter, Michael J.2, Henley, Jr., James A.3 |
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| Zdroj: | Journal of Advertising Research. Nov/Dec96, Vol. 36 Issue 6, p61-72. 12p. 2 Black and White Photographs, 2 Charts. |
| Databáze: | Business Source Ultimate |
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