“ADVERTISING/PROMOTION BUDGETS: HOW DID WE GET HERE, AND WHAT DO WE DO NOW?”
F. Kent Mitchel
(General Foods Corporation vice president)
215
Abstract
I'd like to talk about an advertising and promotion allocation problem that I believe is widespread.
Citation
Kent Mitchel, F. (1985), "“ADVERTISING/PROMOTION BUDGETS: HOW DID WE GET HERE, AND WHAT DO WE DO NOW?”", Journal of Consumer Marketing, Vol. 2 No. 4, pp. 45-47. https://doi.org/10.1108/eb008144
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited