págs. 7-18
A marketing management view of integrated marketing
David N. McArthur, Tom Griffin
págs. 19-26
págs. 27-40
Direct marketing advertising: The assents, the dissents,
Pradeep K. Korgaonkar, Eric J. Karson
págs. 41-55
págs. 57-73
Point of view: J.P. Jones and M.H. Blair on measuring
Leonard M. Lodish
págs. 75-80
Archetype research for advertising:A Spanish-language example
Roberta Maso-Fleischman
págs. 81-84
Brand management in a marketplace war zone
Irene B. Rosenfeld
págs. 85-89
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