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THE BUSINESS VIEW OF ADVERTISING POLICY.

Authors :
Gardner, Edward H.
Source :
Journal of Marketing; Apr1942 Part 2, Vol. 6 Issue 4, p112-117, 6p
Publication Year :
1942

Abstract

A conference paper about businesses' view of advertising policy is presented. The author believes that advertising policy in its design is meant to hinder business enterprises. According to the author, policy makers believe that business practices such as product differentiation, trade marking and advertising are designed to create monopolies.

Subjects

Subjects :
ADVERTISING laws
ADVERTISING
BUSINESSMEN
MARKETING personnel
MARKETING
BRAND name products
AUTHORS
MONOPOLISTIC competition
UNFAIR competition

Details

Language :
English
ISSN :
00222429
Volume :
6
Issue :
4
Database :
Complementary Index
Journal :
Journal of Marketing
Publication Type :
Academic Journal
Accession number :
6741042
Full Text :
https://doi.org/10.2307/1246092
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