search query: @author Mohr, J. J. / total: 3
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| Author: | Low, G. S. Mohr, J. J. |
| Title: | Setting advertising and promotion budgets in multi-brand companies |
| Journal: | Journal of Advertising Research
1999 : JAN-FEB, VOL. 39:1, p. 67-78 |
| Index terms: | CORPORATE BUDGETS ADVERTISING MARKETING BRANDS DECISION MAKING |
| Language: | eng |
| Abstract: | This study examines the decision making process brand managers use to set and allocate advertising and sales ppromotion expenditures for individual brands with the objective of improving the process. |
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