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| Author: | |
| Title: | Negative marketing |
| Journal: | Business Marketing
1992 : SEP, VOL. 77:9, p. 28-30, 32, 36-37, 40, 61-62 |
| Index terms: | |
| Freeterms: | WERBUNG |
| Language: | eng |
| Abstract: | Even though top marketing executives frequently disavow the suitability or effectiveness of negative advertising, the deployment of this potent but risky weapon is definitely proliferating in American business. A series of short articles on this subject higlights some important aspects. |
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