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


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.