Purpose – The purpose of this study is to examine the attitude of accountants towards advertising and to investigate changes in attitude that may have occurred between 1993 and 2004. Design/methodology/approach – Data were collected from accountants using a mail survey approach in 1993 and...

chapter Access -- chapter Active Listening -- chapter Adoption Process -- chapter Advertising Message -- chapter Atmosphere -- chapter Attitude Measurement -- chapter Benefi ts of Marketing -- chapter Brand Equity -- chapter Branding Decisions -- chapter Budgets -- chapter Business Development...