Advertising Strategy

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationKellogg on Marketing
Subtitle of host publicationThe Marketing Faculty of The Kellogg School of Management
EditorsAlice M. Tybout, Bobby J. Calder
PublisherJohn Wiley & Sons
Pages209-231
Number of pages23
Edition2nd
ISBN (Print)ISBN: 9780470580141
StatePublished - 2010

Cite this

Rucker, D. D., & Sternthal, B. (2010). Advertising Strategy. In A. M. Tybout, & B. J. Calder (Eds.), Kellogg on Marketing: The Marketing Faculty of The Kellogg School of Management (2nd ed., pp. 209-231). John Wiley & Sons.