The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory
研究了广告与产品质量的关系如何随产品生命周期阶段变化，基于权变理论，对营销策略制定有参考价值。
Gerard J. Tellis, Claes Fornell, The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory, Journal of Marketing Research, Vol. 25, No. 1 (Feb., 1988), pp. 64-71