@inproceedings{inproceedingsb453878c,
title   = {Comparative advertising as a communication tool},
author = {Ikeda, Ana Akemi and Yagui, Paulo Henrique Zanon},
year = {2000},
publisher = {Business Association of Latin American Studies/Instituto de Estudios Superiores de Administración},
booktitle   = {BALAS 2000}
}