Professional dental services: the yellow pages advertising decision.
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.
Sanchez
P M
PM
College of Commerce and Finance, Villanova University, PA 19085, USA.
D000329:Advertising / Q000592:standards / Q000706:statistics & numerical data*; D003657:Decision Making; D017408:Guidelines as Topic; D006302:Health Services Research; D006801:Humans; D008389:Marketing of Health Services / Q000592:standards / Q000706:statistics & numerical data*; D011215:Practice Management, Dental / Q000706:statistics & numerical data*; D014481:United States