| Original language | English |
|---|---|
| Pages (from-to) | 147-153 |
| Number of pages | 7 |
| Journal | Journal of Business Research |
| Volume | 37 |
| Issue number | 3 |
| DOIs | |
| State | Published - Nov 1996 |
| Externally published | Yes |
ASJC Scopus Subject Areas
- Marketing
Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success
David W. Stewart
Research output: Contribution to journal › Article › peer-review