This Review is Reprinted With Permission From the (2007)
Journal Of Marketing, J. Scott Armstrong
(how should firms advertise), not descriptive (how they advertise). Rothenberg's account implies that the industry is out of touch with its clients' needs. The major problem is that some...
This Review is Reprinted With Permission From the (2007)
this article in the Economist, Yeaple adjusted the data to reflect the time value of money using a discount ratc of 6% and made an adjustment for taxes (20% average for those without MBA's and...
This Review is Reprinted With Permission From the (2007)
Journal Of Marketing, Game Be, More Like Business
book has flaws, particularly in the area of supporting evidence, but it is an important book. What's New: Old Wine in New Bottles? According to the Nobel prize -- winning economist Kenneth...