The development of a contingency model of comparative advertising
By: by Cornelia Pechmann and David W. Stewart
Contributors: Stewart, David W.
Series: Report -- no. 90-108; Report (Marketing Science Institute) -- no. 90-108
Publisher: Marketing Science Institute
Published: 1990
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 58
Copyright date: 1990
Subjects: Comparative advertising
Notes: Includes bibliographical references (p. 52-57)