Journal of Marketing · 1978 · 50 citations · 0 references
MarketingMedia InstitutionsInternational AdvertisingBasic PerspectivesJournalismTargeted AdvertisingManagementConsumer ResearchMarketing CommunicationIdea Systems-institutionsOnline AdvertisingAdvertising EffectivenessClassical LiberalismArtsContemporary SocietyAdvertisingMedia StudiesGlobal Advertising
Foreword. Part 1: Basic perspectives. Introduction: tools to clear the deadwood. Idea systems-institutions: advertising and classical liberalism. Idea systems-institutions: advertising and neo-liberalism. Perspectives on advertising as an institution. Part 2: Issues of consequence. Advertising and the economic dimension. Advertising and its audience. Advertising and the media. Advertising and regulation. Advertising and its ethical dimensions. Afterword. Index.