View:
- no detail
- some detail
- full detail
Determining the Advertising Budget
Sharan Jagpal
in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value
- Published in print:
- 2008
- Published Online:
- September 2008
- ISBN:
- 9780195371055
- eISBN:
- 9780199870745
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195371055.003.0013
- Subject:
- Business and Management, Marketing
This chapter shows how the firm should coordinate its advertising decisions with the other elements of the marketing mix such as price and promotion, especially when demand is uncertain. It shows how ... More
View:
- no detail
- some detail
- full detail
