This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expa

This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other w

The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing rese

This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of

This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for