The impact of pre- and post-launch publicity and advertising on new product sales.
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| Title: | The impact of pre- and post-launch publicity and advertising on new product sales. |
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| Authors: | Burmester, Alexa B.1 alexa.burmester@uni-hamburg.de, Becker, Jan U.2 jan.becker@the-klu.org, van Heerde, Harald J.3 h.vanheerde@massey.ac.nz, Clement, Michel1 michel@michelclement.com |
| Source: | International Journal of Research in Marketing. Dec2015, Vol. 32 Issue 4, p408-417. 10p. |
| Database: | Business Source Ultimate |
| ISSN: | 01678116 |
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| DOI: | 10.1016/j.ijresmar.2015.05.005 |
