ANALYZING VARIATIONS IN ADVERTISING AND PROMOTIONAL EXPENDITURES - KEY CORRELATES IN CONSUMER, INDUSTRIAL, AND SERVICE MARKETS

被引：34

作者：

BALASUBRAMANIAN, SK ^{[1
]}

KUMAR, V ^{[1
]}

机构：

[1] UNIV HOUSTON,COLL BUSINESS,HOUSTON,TX 77004

来源：

关键词：

D O I：

10.2307/1251870

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：57 / 68

页数：12

共 38 条

[1]

ABELL DF, 1979, STRATEGIC MARKET PLA

[2]

ALBION MS, 1981, ADVERTISING CONTROVE

[3]

Anderson P. M., 1986, MARKETING COMMUNICAT

[4]

BASS FM, 1974, J ADVERTISING RES, V14, P9

BASS, FM ;

WITTINK, DR .

BOLTON, RN .

[7]

BOWMAN R, 1989, MARKETING MEDIA DECI, V24, P124

[8] COMMENTS ON POOLING ISSUES AND METHODS IN REGRESSION-ANALYSIS [J].

BROBST, R ;

GATES, R .

[9] INFLUENCE OF MARKET STRUCTURE ON INDUSTRY ADVERTISING INTENSITY [J].

BRUSH, BC .

[10]

BUZZELL RD, 1976, 76118 MARK SCI I REP