Work

When do firms invest in offensive and/or defensive marketing?

Year: 2008

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2008.06.003

Authors: Eileen Bridges, Per V. Freytag

Institutions: Kent State University, University of Southern Denmark

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2018007931

FWCI: 2.177

Cites: 22

Cited by: 19

Related to: 10