Integrated Marketing Communications in Retailing

Kalyan Raman and Prasad A. Naik
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Kalyan Raman: Loughborough University
Prasad A. Naik: University of California Davis

Chapter 23 in Retailing in the 21st Century, 2006, pp 381-395 from Springer

Keywords: Carryover Effect; Budget Allocation; Total Budget; Brand Attitude; Spending Level (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-28433-8_24

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DOI: 10.1007/3-540-28433-8_24

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