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This paper examines the theory and practice of promotional budgeting. Part 1 contains a brief review of the literature in this important area. Part 2 presents the theoretical underpinnings of the promotional budgeting decision and introduces a conceptual model for illustrating these. In the next...
Many firms are once again enjoying favourable business conditions after a number of very difficult years. The economies of the world have begun to grow, interest rates and inflation are down, and even though unemployment levels are still high, consumer spending patterns display a measure of...
The treatment of marketing expenditures will influence how the firm makes decisions. This paper discusses the relationship between the firm's marketing effort and the firm's marketing investment. Current practice in most companies dictates that marketing costs are treated as expenses and this...
The element most common to marketing strategies and tactics among companies in the 1980's is the rate at which they become out of date. The rapid changes in interest rates, employment, fuel costs, international exchange rates, technology, competitive offerings, consumer tastes, as well as the...
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