David against Goliath - How creative communication helps small advertising agencies survive in a market led by giant agencies
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More about this item
Keywords
Creativity; Communication; Advertising; Entrepreneurship; Entrepreneurial Orientation;All these keywords.
JEL classification:
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
- M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
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