Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?
Abstract
The authors consider the effects of three marketing communication activities on nonproduct based differentiation. Specifically, they examine whether advertising, sales force, and promotion...
Paper Details
Title
Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?
Published Date
May 1, 1994
Volume
31
Issue
2
Pages
159 - 159
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