ADVERTISING CHALLENGES - A STRATEGIC FRAMEWORK AND CURRENT REVIEW

被引：0
|
作者：
PETTY, RD
KOPP, RJ
机构：
来源：
JOURNAL OF ADVERTISING RESEARCH | 1995年 / 35卷 / 02期
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D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This article reviews the current state of advertising law, including industry self-regulation, through the development of a strategic framework for analyzing advertising challenges. The framework not only improves upon traditional legally based methods of analyzing advertising law and regulation but also is intended to allow managers to better analyze and manage the legal risks of advertising challenges from both the offensive and defensive perspective.
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页码：41 / 55
页数：15
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