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| Author: | Reibstein, D. Farris, P. |
| Title: | Do marketing expenditures to gain distribution cost the customer? |
| Journal: | European Management Journal
1995 : MAR, VOL. 13:1, p. 31-38 |
| Index terms: | MANAGEMENT COSTS MARKETING |
| Language: | eng |
| Abstract: | Most evaluations of marketing expenditures focus on the value of the marketing effort to the sponsoring organization (often the manufacturer or the distributor). This research concentrates on the impact of these efforts and expenditures to gain distribution provide some positive benefit to the ultimate customer or is it rather a means of competing or enticing the customer to buy the product? |
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