Reflexions on the concept of a general marketing model

Date of publication: August 1, 1969

Author: Patrice Bertier


Let us consider a firm and assume that it conceives and implements its own advertising. Let us ask what is possible and reasonable to expect of the media executive. Let us then ask the same question of the advertising executive and try to define in which decision context these men work or should work.

Patrice Bertier


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Research Papers

Research Papers

Research Papers

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