Common Approaches to Budgeting for Advertising
- 1 May 1979
- journal article
- Published by Emerald Publishing in Management Decision
- Vol. 17 (5) , 357-403
- https://doi.org/10.1108/eb001198
Abstract
Editors' Note In this short article the authors briefly review and comment on the most common approaches used by companies or proposed by specialists for setting the budgets to be spent on advertising in an organisation.Keywords
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