Book Reviews: THE JoF POLICY

Book Reviews: THE JoF POLICY

The advertising controvery of the title refers not to one controversy but several relating to advertising's effect upon consumer behaviour and upon competition. This book is an examination of the empirical evidence (from both the marketing and economics literature) pertaining to these issues. T...

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Bibliographische Detailangaben
Veröffentlicht in:Journal of Forecasting (pre-1986) 1983, Vol.2 (2), p.193
1. Verfasser: Cubbin, John
Format: Review
Sprache:eng
Schlagworte:
Advertising
Brand loyalty
Economics
Prices
Research design
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Beschreibung
Zusammenfassung:The advertising controvery of the title refers not to one controversy but several relating to advertising's effect upon consumer behaviour and upon competition. This book is an examination of the empirical evidence (from both the marketing and economics literature) pertaining to these issues. The theoretical framework (again drawing on both marketing and economic concepts) is set out in the opening two...
ISSN:0277-6693
1099-131X