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AN INVESTIGATION OF ADVERTISING RIVALRY IN THE AUSTRALIAN BANKING INDUSTRY

✍ Scribed by M.M. Metwally

Book ID
111044430
Publisher
John Wiley and Sons
Year
1992
Tongue
English
Weight
745 KB
Volume
43
Category
Article
ISSN
0026-1386

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Statistics show that sponsorship of sports and other events is one of the fastest growing areas of promotion (Ukman, 1995), but the importance of this persuasion strategy is not reflected in the amount of attention it has received in the marketing literature. Although some research has been done in