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1. ±¹³»¹®Çå

1. ¼­¼ºÇÑ, ¼ÒºñÀÚÇൿ·Ð, ¹Ú¿µ»ç, 1986.

2. ±è¿ëÁß, ±è¿ë±¤. PRÀü·«(V), Çѱ¹´É·üÇùȸ. 1973.

3. ³ó¼öÃà»ê½Å¹®, Çѱ¹½Äǰ¿¬°¨, 1993.

4. »ê¾÷±â¼úÁ¤º¸¿ø, Á¶»ç¿¬±¸º¸°í7¿ùÈ£, 1992.

5. À¯ºØ³ë, ½Å±¤°í·Ð, ÀÏÁ¶°¢. 1983.

6. ±è¿ø¿µ, ±¤°íÇа³·Ð, °æ¹®»ç, 1986.

7. Â÷¹è±Ù, ±¤°íÀÇ °³³ä, Ä¿¹Â´ÏÄÉÀÌ¼Ç ¿¬±¸<Á¦4Áý>, °æÈñ´ë Ä¿¹Â´ÏÄÉÀÌ¼Ç Á¶»ç¿¬±¸¼Ò.

8. ÀÌ´ë·æ/±èÃæ±â ¿ª. µµ´ëü ±¤°í¶õ ¹«¾ùÀΰ¡ ´ëÇй®È­»ç 1982.

9. ¼Û¿ë¼·, ¸®´ë¿ë, Çö´ë±¤°í·Ð, ¹«¿ª°æ¿µ»ç, 1985.

10. ÃÖº´ÀÎ, Ãֽű¤°í·Ð, ¹Ú¿µ»ç, 1984.

11. °­ÇØ¿õ, ±¤°íÈ¿°ú¿¡ °üÇÑ ¿¬±¸. ¼­¿ï´ë ¼®»ç³í¹®, 1990.

12. ¿ÀµÎ¹ü, ±¤°íÄ¿¹Â´ÏÄÉÀÌ¼Ç ¿ø·Ð, Àü¿¹¿ø, 1983.

13. ·ùµ¿Ç³, ÃËÁøÀü·«·Ð, ¼±ÀϹ®È­»ç, 1983.

14. Çѱ¹°æÁ¦½Å¹®»ç. ¼­°­ Harvard Business, 1990(9,10¿ùÈ£).

15. ±è¿ø¼ö, ¸¶ÄÉÆÃ °ü¸®·Ð, ¹Ú¿µ»ç, 1973.

16. ½Å°­±Õ¿ª, È¿°úÀûÀÎ ±¤°íÀü·«. ±è¿µ»ç. 1991

17. ±è¿µÁ¦, ½Å±¤°í¿Í ¸¶ÄÉÆÃ, Çѱ¹±¤°í ¿¬±¸¿ø, 1992

18. ±è¿µÁØ ¿ª, Æ÷Áö¼Å´×. ±è¿µ»ç. 1991.

II. ¿Ü±¹¹®Çå

1. C.A Kirkpatrick, Advertising(Boston: Houghton Mifflin, l959).

2. Bolen William H., Advertising (John Wiley and Songs, 1963).

3. Ralph S, Alexander and the Committee on Definitions, Marketing Definition, CAMA Chicago 1963.

4. John S, Wright, Willis L. Winter, and Sherilyn K. Zeigler, Advertising, 5th, ed., McGraw-Hill, New York, 1982.

5. Cohene, Dorthy, Advertising, N.Y.John.Wiley & Songs, 1971.

6. John S. Wright et al,.

7. E. Jorome McCarthy: Basic Marketing, 7th, ed, Irwin, 1981.

8. H. L. Hansen, Marketing: Text, Case and Reading, 1st, ed, 1957.

9. Donald W., Jugenhoimor and Gorden E.White, Basic Advertising, Grid Columbus, Ohio, 1980.

10. R.E Quandt, Estimate Advertising Effectiveness Some Pitfalls in Econometric Method. Journal of Marketing Research, Vol. 1, 1964.

11. John A. Howard, Marketing Management: An Analysis and Decision, Homewood.3, Richard D., Irwin, Inc, 1957.

12. D.Shultz, D.Martin, and W.Brown, Strategic Advertising Campaigns(Chicago: Crain Books. 1984).

13. William M. Weinbachor, Advertising, 1984.

14. Roser Reeves, Reality in Advertising,(N.Y:Knopf, Alfred A.Inc.1961).

15. David Ogilvy, Confession of an Advertising Wan(N.Y: Arthneun Pubs, 1985).

16. Jack Trout & Al Ries, The Positioning Era, Advertising Age, May. 1972.

17. John. O'shaughnessy, Competitive Marketing. 1988 A strategic Approach, 2nd.

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