Communication Strategies in Marketing Channels: A Theoretical Perspective

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URL
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Reading List Category
Essential Resource
Author(s)
Mohr, J. and Nevin, J. R.
Journal Title
Journal of Marketing
Lesson Number
Lesson 7
Module Levels
Level 7
Page Numbers
36-51
Source Type
Article
Volume and part number
54(4)
Year of Publication
1990
Programme Name
APP MBA and Executive Education Reading Lists
School Name
MBA and Executive Education
Reading List Module Name and Code
MKT7009