search query: @author Kanter, D. L. / total: 2
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| Author: | Kanter, D. L. |
| Title: | Cynical marketers at work. |
| Journal: | Journal of Advertising Research
1988 : DEC-1989 JAN, VOL. 28:6, p. 28-34 |
| Index terms: | ADVERTISING CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | Many marketing and advertising executives are cynics. Cynical Marketing Executives' /CMEs/ views of the consumer reflect their basic cynicism by the ads they approve. CMEs believe that their target group is not very clever, passive. They believe good advertising doesn't need aesthetic value, and long-term brand building is for their successors. Senior management must produce a company marketing culture that is responsive to and respectful of consumers. |
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