| Автор | Becker, Boris W. |
| Дата выпуска | 1998 |
| dc.description | ABSTRACTTwenty years have passed since the use of media advertising by professional services providers was “legalized.” This paper summarizes, integrates and draws generalizations from the empirical literature on advertising by accountants, dentists, lawyers and physicians. Additionally, in those instances in which the research evidence is inconclusive, we suggest managerially and theoretically relevant research propositions. Finally we offer some caveats and exhortations with respect to research methods in this domain. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Media Advertising Usage by Professionals: What We Know 20 Years Later |
| Тип | research-article |
| DOI | 10.1300/J090v16n01_06 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 16 |
| Первая страница | 107 |
| Последняя страница | 122 |
| Аффилиация | Becker, Boris W.; College of Business, Oregon State University |
| Выпуск | 1 |
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