Master of Marketing Measurement
Margaret Henderson Blair on Marketing Accountability
1st Edition
Published on 25. November 2020
469 pages
978-1-5275-6281-3 (ISBN)
Description
This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair's thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors' comments prior to each chapter provide context to the collection as a whole and Blair's individual presentations and papers are the heart of the book. It will appeal to advertising and marketing professionals who are seeking specific guidance for planning advertising and justifying expenditures, as well as marketing academics and scholars interested in the history of advertising.
More details
Other editions
Additional editions
David W. Stewart | Allan R. Kuse | David W. Stewart
Master of Marketing Measurement
Margaret Henderson Blair on Marketing Accountability
Book
12/2020
Cambridge Scholars Publishing
€112.84
Shipment within 15-20 days
Content
- Intro
- Table of Contents
- Preface
- Chapter 1
- Chapter 2
- Chapter 3
- Chapter 4
- Chapter 5
- Chapter 6
- Chapter 7
- Chapter 8
- Chapter 9
- Chapter 10
- Chapter 11
- Chapter 12
- Chapter 13
- Chapter 14
- Chapter 15
- Chapter 16
- Chapter 17
- Chapter 18
- Chapter 19
- Chapter 20
- Chapter 21
- Chapter 22
- Chapter 23
- Chapter 24
- Chapter 25
- Chapter 26
- Chapter 27
