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Baines, Fill & Page: Marketing

Chapter 12

Research Insight 12.1
Vakratsas, D. and Ambler, T. (1999) How advertising works: what do we really know? Journal of Marketing, 63, (January), 26-43
Research Insight 12.2
Sharma, A. and Mehrotra, A. (2007) Choosing an optimal channel mix in multichannel environments, Industrial Marketing Management, 36, 1, 21-28
Research Insight 12.3
Hui, L.S., Zou, S. and Cavusgil, S.T. (2004) A conceptual framework of global account management capabilities and firm performance, International Business Review, 13, 5, (October) 539-553
Research Insight 12.4
Kent, M.L., Taylor, M. and White, W.J. (2003) The relationship between web site design and organisational responsiveness to stakeholders. Public Relations Review, 29(1) (March), 63-77