Journal of Marketing 1969
Evaluating the Effects of Company Promotional Activities: A Neglected Area for Research and Management Attention
Abstract
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.
- DOI
- 10.2307/1248677
- Sources
- openalex