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What to say when: advertising appeals in evolving markets

Journal

Journal of Marketing Research

Subject

Marketing

Publishing details

Journal of Marketing Research 2001 Vol 38:4 p 399-414

Authors / Editors

Chandy R; Tellis G; MacInnis D; Thaivanich P

Biographies

Chandy R

Publisher

© 2001, American Marketing Association

Publication Year

2001