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Defending brand advertising share-of-voice: A mature market(s) perspective

Eagle, Lynne; Rose, L. C.; Kitchen, Philip J

Authors

Lynne Eagle

L. C. Rose

Philip J Kitchen



Journal Article Type Article
Publication Date Jan 1, 2005
Journal Journal of Brand Management
Print ISSN 1350-231X
Publisher Palgrave Macmillan (part of Springer Nature)
Peer Reviewed Peer Reviewed
Volume 13
Issue 1
Pages 65-79
DOI https://doi.org/10.1057/palgrave.bm.2540246
Keywords brand advertising, share-of-voice, mature market
Public URL https://uwe-repository.worktribe.com/output/1054839
Publisher URL http://dx.doi.org/10.1057/palgrave.bm.2540246



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