@article {1973346,
	title = {Yellow Pages Usage by Professionals: An Exploratory Study of Dentists},
	journal = {Health Marketing Quarterly},
	volume = {12},
	year = {1994},
	month = {1994},
	pages = {97-110},
	keywords = {Marketing},
	author = {Becker,Boris and Kaldenberg ,Dennis and McAlexander,Jim}
}
@article {1973356,
	title = {Positioning Health Care Services: Yellow Pages Advertising and Dental Practice Performance},
	journal = {Journal of Health Care Marketing},
	volume = {13},
	year = {1993},
	month = {1993},
	pages = {54-57},
	abstract = {The article presents a study that explored the relationship between positioning strategies and financial performance in dental practices. The data used in the study include a mail survey of a random sample of all dentists licensed to practice in the state of 91ÆÞÓÑ, together with a content analysis of yellow pages advertising practices of respondents to the survey. The authors identified respondents{\textquoteright} yellow pages advertising practices through content analytic procedure. Dental practice performance was operationalized using the following variables from the questionnaire prepared for the purpose--yearly gross production income from the dental practice yearly net income from the practice of dentistry, number of patients seen in a typical day, and gross production income per hour. Results indicated that expressing a position in yellow pages advertisements has a significant relationship to practice performance.},
	keywords = {Marketing},
	author = {McAlexander,Jim and Becker,Boris and Kaldenberg ,Dennis}
}