THE IMPACT OF ADVERTISING AND PRICE PROMOTION ON BRAND EQUITY:WITH PRODUCT CATEGORY AS A MODERATING VARIABLE
碩士 === 大同大學 === 事業經營學系(所) === 95 === Over the last two decades, marketing researchers have focused on and studied the relationship between integrated marketing communication (IMC) and brand equity. Of the various marketing communication tools, advertising and price promotion have always played a piv...
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| Format: | Others |
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2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/ju6dp5 |