Comparative advertising wars: An historical analysis of their causes and consequences

Journal of Macromarketing

Volumn 30, Issue 3, 2010, Pages 270-286

  Beard, Fred ^a  

^a UNIVERSITY OF OKLAHOMA   (United States)

Author keywords

advertising history; advertising strategy; competition; marketing history

Indexed keywords

EID: 77955328532     PISSN: 02761467     EISSN: 15526534     Source Type: Journal    
DOI: 10.1177/0276146710372222     Document Type: Article

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