Applying a psychodynamic approach to the means-end chain : implications for advertising theory and practice
D.Com. (Marketing Management) === The reality is that the advertising industry has not yet achieved this kind of effectiveness - in fact, it will be argued in this chapter that the advertising industry is in trouble because there is considerable doubt as to how effective advertising works and whethe...
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2014
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| Online Access: | http://hdl.handle.net/10210/9071 |