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Evaluating the Effects of Company Promotional Activities: A Neglected Area for Research and Management Attention
The authors describe how management might approach the problem of systematically measuring the effects of certain long-range promotional activities. Little published research exists on this widely discussed topic. A mini-case study is presented describing the approach taken by Anheuser-Busch management regarding specific aspects of the promotional measurement problem.
Chapters and Chapter Officers
Sales Management
Consumer Marketing Division
Marketing Abstracts
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Blaine Cooke
Just How Credible Are Your Market Estimates?
Executives are frequently misled by conventional measures of research accuracy usually in the direction of overconfidence. The author proposes a research appraisal tool which can be used without technical expertise to plan research or to assess the probable value of the variable of most interest to an executive.
Reavis Cox
Marketing Abstracts
Purchase a PDF Purchase this article for $41.50 USD. How does it work? Select the purchase option. Check out using a credit card or bank account with PayPal. Read your article online and download the PDF from your email or your account. Log in through your institution