Biblioteca Juan Alberto Aragón Bateman

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1.
Planning media schedules in the presence of dynamic advertising quality / Prasad A. Naik, Murali K. Mantrala, Alan G. Sawyer

Source: Marketing ScienceMaterial type: Article Article; Format: print Language: English Publisher: Linthicum Availability: No items available :

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2.
Response to competitive entry : a rationale for delayed defensive reaction / Ajay Kalra, Surendra Rajiv, Kannan Srinivasan

Source: Marketing ScienceMaterial type: Article Article; Format: print Language: English Publisher: Linthicum Availability: No items available :

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3.
Investigating dynamic multifirm market interactions in price and advertising / Naufel J. Vilcassim, Vrinda Kadiyali, Pradeep K. Chintagunta

Source: Management ScienceMaterial type: Article Article; Format: print Language: English Publisher: Linthicum, MD Availability: No items available :

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4.
Market response to a major policy change in the marketing mix : learning from Procter & Gamble's value pricing strategy / Kusum L. Ailawadi, Donald R. Lehmann and Scott A. Neslin

Source: Journal of MarketingMaterial type: Article Article; Format: print Language: English Publisher: Chicago Availability: No items available :

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5.
Consumer resistance in a world of advertising clutter : the case of Adbusters / Joseph D. Rumbo

Source: Psychology and MarketingMaterial type: Article Article; Format: print Language: English Publisher: New York Availability: No items available :

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6.
Debería usted lanzar una marca de combate? : los clientes se vuelven repentinamente hipercoscientes del valor mientras que sus competidores con precios bajos le pisan los talones / Mark Ritson

Source: Harvard Business Review : América LatinaMaterial type: Article Article; Format: print Language: Spanish Publisher: Santiago de Chile Availability: No items available :

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