Explaining Variations in The Advertising & Promotional Costs / Sales Ratio : A Response, Research Criteria, and Guidelines  

Oleh:

Kumar, V. ; Balasubramanian, Siva K.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 61 no. 1 (1997), page 97-98.
Topik: ADVERTISING; variations; advertising; promotional costs; sales ratio; response; research; guidelines

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Ailawadi, Farris, and Parry (1997) claim that their analyses have invalidated the Balasubramanian and Kumar (1990) model. The authors show reasons why their claim is incorrect and highlight key criteria and guidelines that can help further research.

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