GUIDELINES FOR COMPARATIVE ADVERTISING IN INDUSTRIAL TRADE PUBLICATIONS
Abstract
Comparative advertising has been viewed as an aggressive advertising tactic that is useful in selected situations. However, because of the risks involved, many advertisers are skeptical of using comparative advertising as a long‐term strategy.
Citation
Stevenson, T.H. and Swayne, L.E. (1988), "GUIDELINES FOR COMPARATIVE ADVERTISING IN INDUSTRIAL TRADE PUBLICATIONS", Journal of Business & Industrial Marketing, Vol. 3 No. 1, pp. 37-44. https://doi.org/10.1108/eb006049
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited