Journal Article

A Theory of Combative Advertising

Marketing Science
Author(s)

Yuxin Chen

Yogesh Joshi

Jagmohan Raju

Z.John Zhang

Date Published: 2009
Citations: Chen, Yuxin, Yogesh Joshi, Jagmohan Raju, Z.John Zhang. 2009. A Theory of Combative Advertising. Marketing Science. (1)1-19.