| Автор | Stevens, Robert E. |
| Автор | McConkey, C. William |
| Автор | Loudon, David L. |
| Дата выпуска | 1993 |
| dc.description | This paper reports the results of a national study of architects' attitudes toward advertising their services. A mail survey was used to collect the data from a randomly selected samvle of architects. Analysis of Ule results using percentages, means; and Mul- tide Discriminant Analvsis revealed an overall consistent vattern of nigative attitudes towaid advertising by architects. ~owt:'ver, here were significant differences among respondents when sepiuated into favorablelunfavorable attitudes subgroups. Respondents with more favorable attitudes toward advertising were: (1) younger, (2) had used an advertising agency, (3) felt marketing was productive, and (4) spent larger proportions of their revenue on marketing activities. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Architects' Attitudes Toward Advertising |
| Тип | research-article |
| DOI | 10.1300/J090v09n02_03 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 9 |
| Первая страница | 17 |
| Последняя страница | 36 |
| Аффилиация | Stevens, Robert E.; Professor of Marketing, Dept of Management and Marketing, University of Louisiana at Monroe, Monroe, LA, 71201, bstevens@ulm.edu |
| Аффилиация | McConkey, C. William; Professor of Marketing , University of Louisiana at Monroe, Monroe, LA, 71209, mcconkey@ulm.edu |
| Аффилиация | Loudon, David L.; Professor of Marketing, Samford University, Birmingham, LA, 35229, dlloudon@samford.edu |
| Выпуск | 2 |
