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Qualitative marketing research : approaches, techniques and analysis
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The Sage handbook of advertising
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Seeing the voice of the consumer : metaphor-based advertising research
Zaltman, Gerald
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Coulter, Robin Higie
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2009
Persistent link: https://www.econbiz.de/10003793919
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Metaphor in advertising
Zaltman, Gerald
;
MacCaba, Dara
- In:
The Sage handbook of advertising
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(pp. 135-154)
.
2007
Persistent link: https://www.econbiz.de/10003570237
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