Abstract
| Original language | English |
|---|---|
| Title of host publication | Marketing Communications |
| Subtitle of host publication | An advertising, promotion and branding perspective |
| Editors | Geraldine Bell, Babak Taheri |
| Publisher | Goodfellow Publishers |
| Chapter | 4 |
| Pages | 57-76 |
| Number of pages | 20 |
| ISBN (Electronic) | 9781910158968 |
| ISBN (Print) | 9781910158944, 9781910158951 |
| Publication status | Published - 2017 |