| Description |
1 online resource |
| Physical Medium |
polychrome |
| Description |
text file |
| Access |
Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK). WlAbNL |
| Summary |
This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair's thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors' comments prior. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing -- Management.
|
|
Marketing -- Management. |
|
Advertising. |
|
Market research. |
|
Advertising -- Management. |
| Added Author |
Kuse, Allan R., editor.
|
|
Stewart, David W., editor.
|
| Other Form: |
Print version: Master of Marketing Measurement. Newcastle upon Tyne : Cambridge Scholars Publishing, 2021 1527560740 9781527560741 (OCoLC)1201656268 |
| ISBN |
9781527562813 (electronic book) |
|
1527562816 (electronic book) |
|
1527560740 |
|
9781527560741 |
|
