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How to Advertise: What Works, What Doesn't – and Why (3rd ed.)

Charles A. McMellon (Assistant Professor of Marketing, Frank G. Zarb School of Business, Hofstra University, Hempstead, New York, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 August 2004

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Citation

McMellon, C.A. (2004), "How to Advertise: What Works, What Doesn't – and Why (3rd ed.)", Journal of Consumer Marketing, Vol. 21 No. 5, pp. 365-366. https://doi.org/10.1108/07363760410549221

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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