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Professional dental services: the yellow pages advertising decision.

Research paper by P M PM Sanchez

Indexed on: 08 Dec '97Published on: 08 Dec '97Published in: Health marketing quarterly



Abstract

Yellow pages advertising decisions are among the most important marketing decisions made by dental services professionals. Yet, little empirical evidence is available to guide these decisions. Through a literature review, the purpose of this article is to synthesize available knowledge in this area and provide guidelines for more effective yellow pages advertising.