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This paper has two aims. The first is to investigate the relationships between price, advertising and sales for the Italian market of an alcoholic dri...
Researchers and practitioners alike have for quite some time been concerned with the problem of relating advertising effort to the pattern of market r...
This paper debates the thesis that 'people understand advertising better than advertising people do' and proposes that the key to success is to see th...
It has long been known that Simon Broadbent and John Philip Jones take somewhat different positions about advertising: how it works short and long-ter...
The purpose of this paper is to revisit the literature bases used in developing the FCB Grid in light of revealed weaknesses and to review other model...
