A Note on the Relationship between Firm Diversification and Corporate Advertising Expenditures

Marketing Letters

Volumn 10, Issue 1, 1999, Pages 35-50

  Raju, Jagmohan S ^a   Dhar, Sanjay K ^b  

^a UNIVERSITY OF PENNSYLVANIA   (United States)

^b UNIVERSITY OF CHICAGO   (United States)

Author keywords

Advertising; Corporate advertising; Diversification

Indexed keywords

EID: 0346348005     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1023/a:1008083023244     Document Type: Article

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