Master of Marketing Measurement :: Margaret Henderson Blair on Marketing Accountability /
This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair's though...
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| Weitere Verfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Newcastle upon Tyne :
Cambridge Scholars Publishing,
2021.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair's thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors' comments prior. |
| Beschreibung: | 1 online resource |
| ISBN: | 9781527562813 1527562816 |
| Zugangseinschränkungen: | Legal Deposit; |
Internformat
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| 245 | 0 | 0 | |a Master of Marketing Measurement : |b Margaret Henderson Blair on Marketing Accountability / |c edited by Allan R. Kuse and David W. Stewart. |
| 264 | 1 | |a Newcastle upon Tyne : |b Cambridge Scholars Publishing, |c 2021. | |
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| 520 | |a This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair's thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors' comments prior. | ||
| 650 | 0 | |a Marketing |x Management. |0 http://id.loc.gov/authorities/subjects/sh85081339 | |
| 650 | 6 | |a Marketing |x Gestion. | |
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| 650 | 7 | |a Advertising |x Management |2 fast | |
| 650 | 7 | |a Marketing |x Management |2 fast | |
| 700 | 1 | |a Kuse, Allan R., |e editor. | |
| 700 | 1 | |a Stewart, David W., |e editor. | |
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| spelling | Master of Marketing Measurement : Margaret Henderson Blair on Marketing Accountability / edited by Allan R. Kuse and David W. Stewart. Newcastle upon Tyne : Cambridge Scholars Publishing, 2021. ©2021 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier Online resource; title from digital title page (viewed on March 02, 2021). Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK). WlAbNL This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair's thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors' comments prior. Marketing Management. http://id.loc.gov/authorities/subjects/sh85081339 Marketing Gestion. Advertising. bicssc Market research. bicssc Advertising Management fast Marketing Management fast Kuse, Allan R., editor. Stewart, David W., editor. has work: Master of Marketing Measurement (Text) https://id.oclc.org/worldcat/entity/E39PCG7wXbVkThGBTVPrpVGCQq https://id.oclc.org/worldcat/ontology/hasWork Print version: Master of Marketing Measurement. Newcastle upon Tyne : Cambridge Scholars Publishing, 2021 1527560740 9781527560741 (OCoLC)1201656268 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2703128 Volltext |
| spellingShingle | Master of Marketing Measurement : Margaret Henderson Blair on Marketing Accountability / Marketing Management. http://id.loc.gov/authorities/subjects/sh85081339 Marketing Gestion. Advertising. bicssc Market research. bicssc Advertising Management fast Marketing Management fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85081339 |
| title | Master of Marketing Measurement : Margaret Henderson Blair on Marketing Accountability / |
| title_auth | Master of Marketing Measurement : Margaret Henderson Blair on Marketing Accountability / |
| title_exact_search | Master of Marketing Measurement : Margaret Henderson Blair on Marketing Accountability / |
| title_full | Master of Marketing Measurement : Margaret Henderson Blair on Marketing Accountability / edited by Allan R. Kuse and David W. Stewart. |
| title_fullStr | Master of Marketing Measurement : Margaret Henderson Blair on Marketing Accountability / edited by Allan R. Kuse and David W. Stewart. |
| title_full_unstemmed | Master of Marketing Measurement : Margaret Henderson Blair on Marketing Accountability / edited by Allan R. Kuse and David W. Stewart. |
| title_short | Master of Marketing Measurement : |
| title_sort | master of marketing measurement margaret henderson blair on marketing accountability |
| title_sub | Margaret Henderson Blair on Marketing Accountability / |
| topic | Marketing Management. http://id.loc.gov/authorities/subjects/sh85081339 Marketing Gestion. Advertising. bicssc Market research. bicssc Advertising Management fast Marketing Management fast |
| topic_facet | Marketing Management. Marketing Gestion. Advertising. Market research. Advertising Management Marketing Management |
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