search query: @author Barrett, G.R. / total: 5
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| Author: | Barrett, G.R. |
| Title: | A fresh look at developing a CPA marketing program |
| Journal: | Journal of Accountancy
1991 : MARCH, p.45-48 |
| Index terms: | ACCOUNTING ACCOUNTING THEORY |
| Language: | eng |
| Abstract: | The article reports on an interesting experiment in which university graduate students were asked to create advertising campaigns as part of a course in advertising management. Since the firm had done virtually no marketing and since there was no background material available, the students were forced to use creative approaches. The participants are convinced that both sides benefited from the experiment. |
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