When do firms invest in offensive and/or defensive marketing?

✍ Scribed by Eileen Bridges; Per V. Freytag

• Book ID: 116618335
• Publisher: Elsevier Science
• Year: 2009
• Tongue: English
• Weight: 531 KB
• Volume: 62
• Category: Article
• ISSN: 0148-2963
• DOI: 10.1016/j.jbusres.2008.06.003