PAZARLAMA İLETİŞİMiNDE MESAJ

Yıl 1989, Cilt: 7 Sayı: 2, 77 - 86, 31.12.1989

Yavuz Odabaşı

Öz

-

Anahtar Kelimeler

pazarlama iletişimi

Kaynakça

• Kenneth E. Runyon, Advertising, 2. Baskı, (Columbus: Charles E. Merrill Pub. Co., 1984), s. 17.
• Paul S. Busch, Michael J. Houston, Marketing: Strategıc Foundations, (Hornewood: Rıchard D. Irwın Irıc., 1985), 638-644.
• Michael L. Ray, Advertising and Communlcation Management, (Englewood Cliffs: Prentice-Hall Hall Inc., 1982), s. 255.
• Michael L. Ray, William L. Wılkıc, «Fear: The Potential of an Appeal Neglected by Marketing», Journal of Marketing, (VoL 34, No: 1, 1970), s. 55.
• William Wells, John Burrıett ve S. Moriarty, Adverting: Principles' and Practice. (Englewoad Cliffs: PrenticeHall Inc.,1989), s. 333.
• Leon G. Schiffman, Leslie L. Konuk, Consumer Behavior, 3. Baskı, (Englewood Cliffs: Prerıtice-Hall Inc., 1987), s. 358.
• Terence A. Shimp, M. Wayne DeLozier, Promotlon Management and 1l,1arketing Communications, (New York: The Dryden Press, 1986), s. 96-101.
• Leon G. Schiffrnan, Leslie L. Konuk, s. 352.
• William G. Nickels, Marketing Communication and Promotlon, 3. Baskı, (Columbos: Grid Pub. Inc., 1984), s. 94.
• Terence A. Shimp, M. Wayne Del.ozier, s. 110.
• Philip Kotler. Gary Armstrorıg, Marketing: An Introductlon, (Englewood Cliffs: Prcntice-Hall Irıc., 1987), s. 402.