Forker, Olan D. <br/><br/>
Commodity advertising:  the economics and measurement of generic programs/ 
Olan D. Forker and Ronald W. Ward 
 - New York:  Lexington Books,  c1993 
 - x, 294 p.;  24 cm. 
<br/><br/> Includes index 
<br/><br/>Bibliography: p. 279-285 
<br/><br/><label>ISBN: </label>002910405X  $ 39.95 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--United States<br/>Generic products--United States<br/>Advertising--Brand name products--United States<br/>Advertising--Road--Case studies--United States
<br/><br/><label>Dewey Class. No.: </label>659.113