A comparison of the incidence of advertising strategies in business-related magazines services versus goods

Services Marketing Quarterly

Volumn 23, Issue 4, 2002, Pages 65-80

  Clow, Kenneth E ^a   Hershey, Lewis B ^a   Roy, Donald P ^b  

^a UNIVERSITY OF NORTH CAROLINA AT PEMBROKE   (United States)

^b MIDDLE TENNESSEE STATE UNIVERSITY   (United States)

Author keywords

Advertising; Business to business advertising; Content analysis; Creative message strategies; Print advertising

Indexed keywords

EID: 61449200081     PISSN: 15332969     EISSN: 15332977     Source Type: Journal    
DOI: 10.1300/J396v23n04_05     Document Type: Article

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