Title
Advertising management principles are derived mostly from logic and very little from empirical generalizations
RIS ID
61090
Advertising management principles are derived mostly from logic and very little from empirical generalizations
61090
Publication Details
Rossiter, J. R. (2012). Advertising management principles are derived mostly from logic and very little from empirical generalizations. Marketing Theory: an international review, 12 (2), 103-116.