Risk taking behaviour by advertisers
Subtitle: antecedents and implications
By: by Douglas West, Pierre Berthon & Leyland Pitt.
Contributors: Berthon, Pierre.; Pitt, Leyland F.; Henley Management College.
Series: Henley working paper -- HWP 9643
Publisher: Henley Management College
Published: 1996
Place of publication: Henley-on-Thames
Language: eng