MARKETING JOURNALS READERSHIP STUDY
Gary L. Clark
(Assistant professor of marketing at Northern Illinois University)
Peter F. Kaminski
(Associate professor of marketing at Northern Illinois University)
133
Abstract
Introduction How thoroughly do practitioners read marketing journals? For most marketing journals, practitioner subscribers represent the largest and therefore the most important potential readership segment. As others have noted, unless a journal is read, its effectiveness is minimized regardless of the esteem with which it is held.
Citation
Clark, G.L. and Kaminski, P.F. (1987), "MARKETING JOURNALS READERSHIP STUDY", Journal of Consumer Marketing, Vol. 4 No. 1, pp. 61-69. https://doi.org/10.1108/eb008190
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited