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Measuring Advertising Productivity

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/9780195371055.003.0014
Subject:
Business and Management, Marketing

This chapter begins by evaluating methods for determining how productive the firm's aggregate advertising spending is in both the short and long runs. Following this, it analyzes methods for ... More


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