[en] This paper is concerned with the determination of expenditure levels for industrial advertising. Its purpose is to review available research and to examine practices currently used in budgeting industrial marketing activities.
Disciplines :
Marketing
Author, co-author :
Choffray, Jean-Marie ; Université de Liège - ULiège > HEC-Ecole de gestion : UER > UER Opérations : Informatique décisionnelle
Lilien, Gary L.
Silk, Alvin J.
Rao, Murlidhar
Language :
English
Title :
Industrial Advertising Effects and Budgeting Practices
