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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| Veröffentlicht in: | Journal of Forecasting (pre-1986) 1983, Vol.2 (2), p.193 |
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| Format: | Review |
| Sprache: | eng |
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| container_issue | 2 |
| container_start_page | 193 |
| container_title | Journal of Forecasting (pre-1986) |
| container_volume | 2 |
| creator | Cubbin, John |
| description | 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... |
| format | Review |
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| fulltext | fulltext |
| identifier | ISSN: 0277-6693 |
| ispartof | Journal of Forecasting (pre-1986), 1983, Vol.2 (2), p.193 |
| issn | 0277-6693 1099-131X |
| language | eng |
| recordid | cdi_proquest_journals_224773933 |
| source | Business Source Complete |
| subjects | Advertising Brand loyalty Economics Prices Research design |
| title | Book Reviews: THE JoF POLICY |
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