The MDPS method of message theme development: A new tool for managers

Journal of Consumer Marketing

Volumn 20, Issue 5, 2003, Pages 428-445

  Mowen, John C ^a   Harris, Eric G ^b  

^a OKLAHOMA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF SOUTH FLORIDA   (United States)

Author keywords

Advertising; Market segmentation; Marketing strategy; Personality; Personality tests

Indexed keywords

EID: 84986134852     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760310489661     Document Type: Article

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