haku: @author Kioulafas, K. E. / yhteensä: 6
viite: 3 / 6
| Tekijä: | Brissimis, S. N. Kioulafas, K. E. |
| Otsikko: | An analysis of advertising and distribution effectiveness. |
| Lehti: | European Journal of Operational Research
1987 : FEB, VOL. 28:2, p. 175-179 |
| Asiasana: | ADVERTISING EFFECTIVENESS DISTRIBUTION MARKETING MIX EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | A marketing mix model is employed to examine the quantitative relationships between a Greek firm's sales and its advertising and distribution efforts taking into consideration possible macroeconomic effects stemming from domestic inflation and cyclic fluctuations of the economy. Concerning the effectiveness of distribution and advertising,the results made it clear that sales promotion through increased retail availability is preferable, provided the set-up cost a new retail store does not exceed a certain amount of money. Macroeconomic variables were found to play an important role in the determination of the level of sales. |
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