Consumer decisions in marketing communications

Christopher A. Dodd, Geraldine Bell

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract


Original languageEnglish
Title of host publicationMarketing Communications
Subtitle of host publicationAn advertising, promotion and branding perspective
EditorsGeraldine Bell, Babak Taheri
PublisherGoodfellow Publishers
Chapter4
Pages57-76
Number of pages20
ISBN (Electronic)9781910158968
ISBN (Print)9781910158944, 9781910158951
Publication statusPublished - 2017

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    Dodd, C. A., & Bell, G. (2017). Consumer decisions in marketing communications. In G. Bell, & B. Taheri (Eds.), Marketing Communications: An advertising, promotion and branding perspective (pp. 57-76). Goodfellow Publishers.