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Exploring marketing to marketers : a content analysis of advertisements in marketing news over 15 years

Arambewela, Rodney and Polonsky, Michael Jay 2009, Exploring marketing to marketers : a content analysis of advertisements in marketing news over 15 years, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic..

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Title Exploring marketing to marketers : a content analysis of advertisements in marketing news over 15 years
Author(s) Arambewela, Rodney
Polonsky, Michael Jay
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 30 November - 2 December 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Publisher Monash University
Place of publication Melbourne, Vic.
Keyword(s) business to business
industrial
advertising
content analysis
Summary This paper explores advertising to marketers within Marketing News over four periods 1992, 1997, 2002 and 2007. The results identified the types of advertisements, in terms of appeal; products (most of which were for marketing research related activates) and coverage were relatively stable over time. There were increases in the number of advertisements, the appearance of web related services and a slight increase in products with a global focus and a reduction of a regional focus were evident.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 1863081585
Language eng
Field of Research 150502 Marketing Communications
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30021535

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.