Decoding competitive propositions : a semiotic alternative to traditional advertising research
Michael Harvey and Malcolm Evans
| Year of publication: |
2009
|
|---|---|
| Authors: | Harvey, Michael G. ; Evans, Malcolm |
| Published in: |
Qualitative marketing research : approaches, techniques and analysis. - London [u.a.] : Routledge, ISBN 0-415-44914-6. - 2009, p. 327-341
|
| Subject: | Werbung | Advertising | Semiotik | Semiotics | Werbewirkung | Advertising effects | Marktforschung | Market research |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section ; Reprint |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003793854