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Dynamic Marketing Budget Allocation Across Countries, Products, and Marketing Activities

Previous research on marketing budget decisions has shown that profit improvement from better allocation across products or regions is much higher than from improving the overall budget. However, despite its high managerial relevance, contributions by marketing scholars are rare. In this paper,... Full description

1st Person: Fischer, Marc
Additional Persons: Albers, Sönke verfasserin; Wagner, Nils verfasserin; Frie, Monika verfasserin
Source: in Marketing science Vol. 30, No. 4 (2011), p. 568-585
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Type of Publication: Article
Language: English
Published: 2011
Keywords: research-article
Online: Volltext
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