Desert or rain : standardisation of green advertising versus adaptation to the target audience's natural environment
Patrick Hartmann and Vanessa Apaolaza-Ibáñez
| Year of publication: |
2013
|
|---|---|
| Authors: | Hartmann, Patrick ; Apaolaza-Ibáñez, Vanessa |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 47.2013, 5/6, p. 917-933
|
| Subject: | Öko-Marketing | Green marketing | Standardisierung | Standardization | Werbewirkung | Advertising effects | Zielgruppe | Target group | Umwelt | Environment | Natur | Nature | Spanien | Spain |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009763953