Tradeoff between Push and Pull Strategy: The Moderating Role of Brand Awareness

Spotts, Harlan E.Harlan E.Spotts2010-11-022018-06-292010-11-022018-06-292005http://ntur.lib.ntu.edu.tw//handle/246246/219835en-USTradeoff between Push and Pull Strategy: The Moderating Role of Brand Awarenessconference paper10.1007/978-3-319-11779-9_98