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An Examination Of Cooperative Advertising Practices In The Chicago Metropolitan Area, Richard J. Goehring
An Examination Of Cooperative Advertising Practices In The Chicago Metropolitan Area, Richard J. Goehring
Anderson School of Management Theses & Dissertations
The purpose of this study is to examine cooperative advertising with a view to defining and classifying the cooperative advertising movement, disclosing operational practices and accounting for variation in these practices, indicating problems, and drawing whatever conclusions seem justifiable.