The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness - Gianluigi Guido - Books - Springer - 9780792373247 - April 30, 2001
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Gianluigi Guido
The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness 2001 edition

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Presents a theoretical approach for enhancing consumer processing and memory of marketing communication. This book is suitable for academic scholars, and also for marketers who plan ad campaigns and launch new products.

296 pages, biography

Media Books     Hardcover Book   (Book with hard spine and cover)
Released April 30, 2001
ISBN13 9780792373247
Publishers Springer
Pages 296
Dimensions 155 × 235 × 19 mm   ·   630 g
Language English  
Editor Guido, Gianluigi

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