The impact of economic contractions on the effectiveness of R&D and advertising: Evidence from U.S. companies spanning three decades

Marketing Science

Volumn 30, Issue 4, 2011, Pages 628-645

  Steenkamp, Jan Benedict E M ^a   Fang, Eric Er ^b  

^a UNIVERSITY OF NORTH CAROLINA   (United States)

^b UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

Author keywords

Advertising; Economic contractions; R D

Indexed keywords

EID: 80051659730     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1110.0641     Document Type: Article

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