Advertising Trends and the Small Retailer*

Charles H. Patti and Bruce J. Walker

Entrepreneurship Theory and Practice, 1980, vol. 4, issue 4, 58-68

Abstract: The new decade brings a number of challenges and opportunities to the retailer. Among them are important developments in the advertising area. This article discusses the major trends in retail advertising and then provides guidelines to assist the small retailer in developing effective advertising programs within a volatile business environment.

Date: 1980
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Persistent link: https://EconPapers.repec.org/RePEc:sae:entthe:v:4:y:1980:i:4:p:58-68

DOI: 10.1177/104225878000400408

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