Sanchez P M
College of Commerce and Finance, Villanova University, PA 19085, USA.
Health Mark Q. 1998;15(3):95-104. doi: 10.1300/J026v15n03_06.
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.