A Theory of Combative Advertising
نویسندگان
چکیده
Yuxin Chen • Yogesh V. Joshi2∗ • Jagmohan S. Raju • Z. John Zhang The Leonard N. Stern School of Business, New York University, New York, NY. (E-mail: [email protected]) The Wharton School, University of Pennsylvania, 3730 Walnut St, Philadelphia, PA 19104. (E-mail: [email protected], [email protected], [email protected]) ∗Corresponding Author: Phone: 215 573 0541, Fax: 215 898 2534.
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عنوان ژورنال:
- Marketing Science
دوره 28 شماره
صفحات -
تاریخ انتشار 2009