Artikel Jurnal
Price and Advertising Effectiveness over the Business Cycle.
Pengarang:
Van Heerde, Harald J. - ; Dekimpe, Marnik G. - ; Steenkamp, Jan-Benedict E.M. - ; Gijsenberg, Maarten J. -
Deskripsi
Firms are under increasing pressure to justify their marketing expenditures. This evolution toward greater accountability is reinforced in harsh economic times when marketing budgets are among the first to be reconsidered..Printed Journal