Comparative Advertising
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Comparative advertisements-the kind that refer to the other guys or actually identify competitors by name-can be tremendously successful, or lead to a marketing disaster. The History, Theory, and Practice of Comparative Advertising reveals the possibilities and pitfalls associated with this widely used approach.
| Autor: | Beard, Fred |
| Nakladatel: | Lexington Books |
| ISBN: | 9781498560320 |
| Rok vydání: | 2018 |
| Jazyk : | Angličtina |
| Vazba: | Hardback |
| Počet stran: | 246 |
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