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Rising from the ashes of advertising

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  • Rust, Roland T.
  • Varki, Sajeev

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  • Rust, Roland T. & Varki, Sajeev, 1996. "Rising from the ashes of advertising," Journal of Business Research, Elsevier, vol. 37(3), pages 173-181, November.
    • Handle: RePEc:eee:jbrese:v:37:y:1996:i:3:p:173-181
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    References listed on IDEAS

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    1. Simon, Herbert A, 1979. "Rational Decision Making in Business Organizations," American Economic Review, American Economic Association, vol. 69(4), pages 493-513, September.
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    Cited by:

    1. V. Kumar & Ashutosh Dixit & Rajshekar (Raj) G. Javalgi & Mayukh Dass, 2016. "Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 24-45, January.
    2. Cauberghe, Verolien & De Pelsmacker, Patrick & Janssens, Wim, 2010. "Simultaneous exposure to a program and advertising content in an interactive context: Perceptual and semantic interference and reinforcement," Journal of Business Research, Elsevier, vol. 63(9-10), pages 972-978, September.

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