Truth in marketing: a theory of claim-evidence relations
Auteur :
Anker, Thomas
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367872281
Date de publication :
12 déc. 2019
Dimensions :
21,6 x 13,8 cm
Poids :
167 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. It demonstrates that claim-evidence relations in marketing are extremely complex, comprising factual, symbolic and context claims. Using a wide selection of engaging global examples and cases, this book sets o