Advertising Research and Its Influence on Managerial Practice

Responding to recent calls for a conceptualization of the relationship between academic advertising theory and research on the one hand and advertising practice on the other, this article identifies the various ways-instrumental, conceptual, and symbolic-in which advertising theory impacts upon managerial thought and practice.

Advertising Research and its Influence on Managerial Practice

Joep P. CornelissenUniversity of Amsterdam and Andrew R. LockUniversity of Leeds

The premier journals in the field (Journal of Advertising Research, Journal of Advertising, and Journal of Current...

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