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

✍ Scribed by Guiomar Martín-Herrán; Shaun McQuitty; Simon Pierre Sigué

• Book ID: 116568617
• Publisher: Elsevier Science
• Year: 2012
• Tongue: English
• Weight: 626 KB
• Volume: 29
• Category: Article
• ISSN: 0167-8116
• DOI: 10.1016/j.ijresmar.2011.10.003