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

被引：63

作者：

FARRIS, PW

BUZZELL, RD

机构：

来源：

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

页码：112 / 122

页数：11

共 27 条

[1]

AAKER DA, 1975, ADVERTISING MANAGEME, P29

[2]

BAILEY EL, 1975, MARKETING COST RATIO

[3]

Borden N., 1942, EC EFFECTS ADVERTISI

[4]

Buzzell R., 1966, NEW IDEAS SUCCESSFUL, P46

[5]

BUZZELL RD, 1975, HARVARD BUS REV, V53, P97

[6]

BUZZELL RD, 1977, STRATEGY STRUCTURE P

[7]

BUZZELL RD, 1967, PRODUCT INNOVATION F

[8]

BUZZELL RD, 1976, IND MARKETING COSTS

[9]

CABLE J, 1972, MARKET STRUCTURE COR, P107

CADY, JF .