search query: @indexterm profit planning / total: 48
reference: 3 / 48
| Author: | Dacko, S. |
| Title: | Causes and consequences of follower firms' low-fat food advertising spending |
| Journal: | International Journal of Advertising
2000 : VOL. 19:4, p. 449-470 |
| Index terms: | FOOD ADVERTISING PROFIT PLANNING |
| Language: | eng |
| Abstract: | This paper examines the antecedents of advertising spending for new low-fat food product introductions by follower food firms and the relationship between introduction characteristics and their degree of product success. The rapidly growing low-fat food market of North America during the period 1989-1997 is examined. A total of 100 non-pioneering food manufacturers were surveyed to determine the extent to which key organisational factors influenced advertising spending as well as to identify the extent to which advertising spending, marketing investment, product quality, and market entry time are related to product success. |
SCIMA