The development of a contingency model of comparative advertising

Author(s)

• Pechmann, Cornelia
• Stewart, David W.
• Marketing Science Institute

Bibliographic Information

The development of a contingency model of comparative advertising

Cornelia Pechmann and David W. Stewart

（Research program. Working paper）（Report / Marketing Science Institute, no. 90-108）

Marketing Science Institute, c1990

Details

• NCID: BA21773835
• LCCN: 91143825
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Cambridge, Mass.
• Pages/Volumes: 58 p.
• Size: 28 cm
• Parent Bibliography ID:
  • BA21773799
  • BA07416951