Autor:	William F. Lewis, Dawn S. Garrett, Paul Merenski
Rok vydání:	2014
Předmět:	Negative advertising Comparative advertising Advertising Business Marketing Unfair competition Legal action
Zdroj:	Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783319131405
DOI:	10.1007/978-3-319-13141-2_113
Popis:	Comparative advertising has proven to be very effective for a number of advertisers. However, the possible fundamental issues, reasoning, and basis for legal action that could expose a firm to expensive litigation should provoke more than a little caution before using negative advertising approaches, whatever their effectiveness might be.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::5b2c20f84247b31f0e450da6aebbd2ac https://doi.org/10.1007/978-3-319-13141-2_113 Zobrazit plný text záznamu