Table of contents
Budgeting Promotional Expenditures: Theory and Practice
David C. Carlson, Paul McDevittThis 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…
333
The Management of Technological Innovation and New Product Development
Philip J. Rosson, Michael J.C. MartinMany 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…
277
Marketing Expenditures: Investments or Expenses
David W. GillinghamThe 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…
223
The Marketing Audit: An Extension of the Marketing Control Process
Nathan D. KlingThe element most common to marketing strategies and tactics among companies in the 1980's is the rate at which they become out of date.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…
1168
ISSN:
0307-4358Online date, start – end:
1975Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor Don Johnson