| Автор | Chan, Kenny |
| Автор | Garg, Rajender K |
| Дата выпуска | 1995 |
| dc.description | Most advertising studies traditionally have focused on large firms, while small local businesses, which see higher failure rates and need advertising plans are largely neglected. Small local businesspeople still perceive their roles as being movers of merchandise between manufacturers and consumers rather than being marketers. This study reports on the current status of advertising practices among small local businesses. On the basis of the results, specific advertising plans, including media planning implications, are suggested. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Advertising Practices of Small Local Businesses |
| Тип | research-article |
| DOI | 10.1300/J090v11n02_05 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 11 |
| Первая страница | 61 |
| Последняя страница | 73 |
| Аффилиация | Chan, Kenny; Associate Professor, Department of Marketing, California State University, Chico, CA, 95929 |
| Аффилиация | Garg, Rajender K; Associate Professor, Department of Marketing, Indiana University of Pennsylvania, Indiana, PA, 15705 |
| Выпуск | 2 |
