In:
Journal of Marketing Research, SAGE Publications, Vol. 9, No. 3 ( 1972-08), p. 309-312
Abstract:
This article discusses how parameters of a cooperative advertising arrangement are currently decided upon and presents decision models which demonstrate that quantitative analysis can lead to a better decision when profits are to be maximized. A real-world application of the methodology is presented.
Type of Medium:
Online Resource
ISSN:
0022-2437
,
1547-7193
DOI:
10.1177/002224377200900310
Language:
English
Publisher:
SAGE Publications
Publication Date:
1972
detail.hit.zdb_id:
2066604-4
detail.hit.zdb_id:
218319-5
SSG:
3,2
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