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Volume 4, Issue 2
1 February 1989
Journal of Business & Industrial Marketing Cover Image for Volume 4, Issue 2
Research Article| February 01 1989

Manufacturing companies try to become ″special″ by using speciality advertising Available to Purchase

Ernest F. Cooke;
Ernest F. Cooke
(Ph.D., Case Western Reserve) Professor of Marketing in the Sellinger School of Business and Management at Loyola College, in Maryland.
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Louise W. Smith;
Louise W. Smith
(Ph.D., University of Maryland) Assistant Professor of Marketing in the School of Business and Economics at Towson State University in Maryland.
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Doris C. Van Doren
Doris C. Van Doren
(Ph.D., University of Maryland) Associate Professor of Marketing in the Sellinger School of Business and Management at Loyola College, in Maryland.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1189
Print ISSN: 0885-8624
© MCB UP Limited
1989
Journal of Business & Industrial Marketing (1989) 4 (2): 43–48.
https://doi.org/10.1108/EUM0000000002730

Defines the nature and use of specialty advertising. Looks at the perceived value of specialty advertising to industrial company marketers and shows the trends as determined by a nation‐wide (US) survey in actual use in specific categories of sales promotion media. Concludes that manufacturers should actively seek ′the right item′ for each of its target markets.

Keywords:
Advertising, Marketing, Manufacturing industry
This content is only available via PDF.
© MCB UP Limited
1989
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