Truth in Marketing - A Theory of Claim-Evidence Relations

Summary

This book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. It demonstrates that claim-evidence relations in marketing are extremely complex, comprising factual, symbolic and context claims. Using a wide selection of engaging global examples and cases, this book sets o

Product details

• Authors: Thomas Anker
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 12.12.2019
• EAN: 9780367872281
• ISBN: 978-0-367-87228-1
• No. of pages: 130
• Series: Routledge Focus on Business and Management
• Subjects: Social sciences, law, business > Business > Management; Business & Economics / General, Economics, Market research, Business and Management, BUSINESS & ECONOMICS / Business Ethics, BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, Business ethics & social responsibility, Behavioural economics, Sales & marketing, Business ethics and social responsibility, Sales and marketing