Offensive versus defensive marketing: What is the optimal spending allocation?

  1. Martín-Herrán, G.
  2. McQuitty, S.
  3. Sigué, S.P.
Revue:
International Journal of Research in Marketing

ISSN: 0167-8116

Année de publication: 2012

Volumen: 29

Número: 2

Pages: 210-219

Type: Article

DOI: 10.1016/J.IJRESMAR.2011.10.003 GOOGLE SCHOLAR