haku: @author Anselmi, K. / yhteensä: 2
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| Tekijä: | Anselmi, K. |
| Otsikko: | A brand's advertising and promotion allocation strategy: the role of the manufacturer's relationship with distributors as moderated by relative market share |
| Lehti: | Journal of Business Research
2000 : MAY, VOL. 48:2, p. 113-122 |
| Asiasana: | Advertising Brands Distribution Manufacturing industry |
| Kieli: | eng |
| Tiivistelmä: | Results of this study suggest that the type of exchange relationship between a packaged-goods manufacturer and its distributors influences a manufacturer's brand allocation between the frequently opposing strategies of advertising and promotion. As exchange relationships become more relational, manufacturers increase their allocation to advertising. Conversely, as relationships become more discrete, manufacturers increase their allocation to promotion. |
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