ISSN:
0263-4503
Quelle:
Emerald Fulltext Archive Database 1994-2005
Thema:
Wirtschaftswissenschaften
Notizen:
Examines in detail a recent model devised to explain the ratio of promotional expenditure to sales, based on only three variables: market growth, market share, and their interaction. Although its simplicity would suggest that it offers a powerful tool for managing promotional budgets, finds that when the model is applied to a particular consumer market, it is inadequate. Suggests and tests some improvements to the model.
Materialart:
Digitale Medien
URL:
http://dx.doi.org/10.1108/02634509610121550
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