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As the academic year begins, back-to-school advertising is barraging consumers. But they may not view the marketing efforts in as favorable light as intended, according to a long-term study by two marketing professors at the University of Notre Dame. John Gaski and Michael Etzel of Notre Dame's Mendoza College of Business have tracked consumer attitudes toward marketing every year since 1984 using a 20-item survey they created and administer in cooperation with the Synovate polling organization.
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