The risk reduction role of advertising in relation to price rigidity

European Journal of Marketing

Volumn 44, Issue 11, 2010, Pages 1839-1855

  Chen, Guan Ru ^a  

^a I SHOU UNIVERSITY   (Taiwan)

Author keywords

Advertising; Mathematical modelling; Pricing

Indexed keywords

EID: 78149396988     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561011079909     Document Type: Article

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