Marketing Budgeting Practices: An Empirical Study

Autor:	Jean-Charles Chebat, Pierre Filiatrault
Rok vydání:	2015
Předmět:	Advertising research Appropriation Empirical research Marketing management Customer service Business Marketing Quantitative marketing research Task (project management) Marketing manager
Zdroj:	Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319170510
DOI:	10.1007/978-3-319-17052-7_57
Popis:	Although marketing budgeting is an important task for the marketing manager, it has received relatively little attention from researchers. This study addresses the issue of marketing budgeting. The objectives of the study were to determine: marketing budget-setting methods, marketing budget appropriation and allocation, and marketing expenses levels.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d2759c2097dfadd59e5808ed01cef915 https://doi.org/10.1007/978-3-319-17052-7_57 Zobrazit plný text záznamu