Empirical research in selective communications

Israel D. Nebenzahl

doi:10.1007/BF02722000

Empirical research in selective communications

Israel D. Nebenzahl

Research output: Contribution to journal › Article › peer-review

Abstract

Selective communications are messages designed to be perceived differently by members of different market segments. This paper summarizes the results of an empirical study which suggests that codes may be highly effective selective messages which are perceived by interested consumers and not by others.

Original language	English
Pages (from-to)	57-74
Number of pages	18
Journal	Journal of the Academy of Marketing Science
Volume	5
Issue number	1-2
DOIs	https://doi.org/10.1007/BF02722000
State	Published - Dec 1977
Externally published	Yes

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title = "Empirical research in selective communications",

abstract = "Selective communications are messages designed to be perceived differently by members of different market segments. This paper summarizes the results of an empirical study which suggests that codes may be highly effective selective messages which are perceived by interested consumers and not by others.",

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Empirical research in selective communications

Abstract

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