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商品編號： 90301 出版日期： 1990/05/01 作者姓名： Abraham, Magid M.;Lodish, Leonard M. 商品類別： Marketing 商品規格： 7p 再版日期： 地域： 產業： Advertising industry 個案年度： -
商品敘述：
A new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate actual consumer purchases with corresponding television advertising or promotion events. Single-source data challenge much of the conventional wisdom on advertising. To take advantage of the data, managers must continually examine the appropriate balance between advertising and promotion.
涵蓋領域：
Advertising;Consumer marketing;Market research;Marketing management;Marketing strategy;Sales promotions
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