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Keywords: Advertisement effectiveness
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Journal Articles
Journal:
Journal of Modelling in Management
Journal of Modelling in Management (2018) 13 (1): 190–210.
Published: 12 February 2018
... is to identify advertisement effectiveness dimensions for Indian mobile phone industry and to develop hierarchical interrelationships among these dimensions in the Indian print context. Design/methodology/approach Structured Delphi approach is used to derive the set of dimensions for advertisement...
