search query: @author Lynch, J. E. / total: 4
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| Author: | Lynch, J. E. Hooley, G. J. |
| Title: | Advertising budgeting practices of industrial advertisers. |
| Journal: | Industrial Marketing Management
1987 : FEB, VOL. 16:1, p. 63-69 |
| Index terms: | INDUSTRIAL ADVERTISING BUDGETING |
| Language: | eng |
| Abstract: | Advertising has a relatively minor role in industrial marketing mix compared both to other elements of the mix and to practices in both consumer and service marketing. Evidence from the US has suggested that industrial advertisers have begun to move away from rules-of-thumb budgeting and towards more sophisticated techniques. The study reported lends support to this suggestion based upon a very large scale UK sample. That trend is most marked amongst large industrial advertisers, small and medium advertisers are moving more slowly. |
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