Advertising impact generalizations in a marketing mix context

Journal of Advertising Research

Volumn 49, Issue 2, 2009, Pages 127-129

  Hanssens, Dominique M ^a  

^a UNIVERSITY OF CALIFORNIA   (United States)

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EID: 67651184040     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849909090151     Document Type: Article

References (1)

1. Hanssens, Dominique M., ed. Empirical Generalizations about Marketing Impact. Cambridge, MA: Marketing Science Institute, Relevant Knowledge Series, 2009.