BANERJEE, Sujata; MANDAL, Kaushik. Advertisement vs Societal Based Marketing Communication : An Empirical Analytic Comparison vis-a-vis Profit Contribution. Indian Journal of Marketing, [S. l.], v. 48, n. 6, p. 7–21, 2018. DOI: 10.17010/ijom/2018/v48/i6/127833. Disponível em: https://www.indianjournalofentrepreneurship.com/index.php/ijom/article/view/127833. Acesso em: 12 jan. 2026.