WHY ADVERTISING AND PROMOTIONAL COSTS VARY - SOME CROSS-SECTIONAL ANALYSES

被引：63
作者：
FARRIS, PW
BUZZELL, RD
机构：
来源：
JOURNAL OF MARKETING | 1979年 / 43卷 / 04期
关键词：
D O I：
10.2307/1250277
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
引用
收藏
页码：112 / 122
页数：11
相关论文
共 27 条
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  • [6] BUZZELL RD, 1977, STRATEGY STRUCTURE P
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  • [8] BUZZELL RD, 1976, IND MARKETING COSTS
  • [9] CABLE J, 1972, MARKET STRUCTURE COR, P107
  • [10] ESTIMATE OF PRICE EFFECTS OF RESTRICTIONS ON DRUG PRICE ADVERTISING
    CADY, JF
    [J]. ECONOMIC INQUIRY, 1976, 14 (04) : 493 - 510
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