A method for the selection of appropriate business-to-business integrated marketing communications mixes

Journal of Marketing Communications

Volumn 8, Issue 1, 2002, Pages 1-17

  Garber Jr , Lawrence L ^a   Dotson, Michael J ^a  

^a APPALACHIAN STATE UNIVERSITY   (United States)

Author keywords

Business to business marketing; Correspondence analysis; Hierarchy of effects in advertising; New product adoption model; Pattern model

Indexed keywords

EID: 22344452158     PISSN: 13527266     EISSN: None     Source Type: Journal    
DOI: 10.1080/13527260252848041     Document Type: Article

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