Hassan, Louise M.; Shiu, Edward; Walsh, Gianfranco; … - In: Marketing Intelligence & Planning 27 (2009) 4, pp. 486-502
Purpose – The purpose of this paper is to present an overview and evaluation of the European Commission “HELP – for a life without tobacco” campaign. Design/methodology/approach – Data collected via a web and a telephone survey is used to evaluate the campaign. Findings – The...