Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?
Journal of Marketing ResearchPublished 1 May 1994
William Boulding, Eunkyu Lee, Richard Staelin
Citations251
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
The authors consider the effects of three marketing communication activities on nonproduct based differentiation. Specifically, they examine whether advertising, sales force, and promotion activiti...
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