haku: @author Cornelissen, J.P. / yhteensä: 8
viite: 8 / 8
« edellinen | seuraava »
| Tekijä: | Cornelissen, J.P. Lock, A.R. |
| Otsikko: | Advertising research and its influence on managerial practice |
| Lehti: | Journal of Advertising Research
2002 : MAY/JUN, VOL. 42:3, p. 50-55 |
| Asiasana: | Advertising Management Research Theories |
| Kieli: | eng |
| Tiivistelmä: | Responding to recent calls for a conceptualization of the relationship btw. academic advertising theory and research on the one hand and advertising practice on the other, this article identifies the various ways-instrumental, conceptual, and symbolic-in which advertising theory impacts upon managerial thought and practice. The article argues that due to the dearth of formal advertising theories that lend themselves to an instrumental application, advertising practitioners have resorted to conceptual and also to symbolic use. |
« edellinen | seuraava »
SCIMA