Advertising vs sales promotion: A brand management perspective

Journal of Product & Brand Management

Volumn 9, Issue 6, 2000, Pages 389-414

  Low, George S ^a   Mohr, Jakki J ^b  

^a TEXAS CHRISTIAN UNIVERSITY   (United States)

^b UNIVERSITY OF MONTANA   (United States)

Author keywords

Advertising; Brands; Decision making; Sales promotion

Indexed keywords

EID: 84986014913     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420010356984     Document Type: Article

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