Developments in Marketing Science

Vols. for 1978- are the proceedings of the 2nd- annual conference of the Academy of Marketing Science.

An ex— amination of how this change was accomplished suggests three
strategies that may be utilized. Opportunities still exist for concerns to pioneer
with these techniques, especially in foreign markets. Moreover, certain
characteristics of foreign markets actually may facilitate such application. A
specific situation is presented to demonstrate this possibility. Introducing
Comparison Advertising Despite controversy about its desirability, comparison
advertising has become established ...