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Volume 3, Issue 1
1 January 1988
Journal of Business & Industrial Marketing Cover Image for Volume 3, Issue 1
Review Article| January 01 1988

GUIDELINES FOR COMPARATIVE ADVERTISING IN INDUSTRIAL TRADE PUBLICATIONS

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Publisher: Emerald Publishing
Online ISSN: 2052-1189
Print ISSN: 0885-8624
© MCB UP Limited
1988
Journal of Business & Industrial Marketing (1988) 3 (1): 37–44.
https://doi.org/10.1108/eb006049

Comparative advertising has been viewed as an aggressive advertising tactic that is useful in selected situations. However, because of the risks involved, many advertisers are skeptical of using comparative advertising as a long‐term strategy.

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© MCB UP Limited
1988
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