Cost‐effectiveness in marketing and selling
DR. ALLAN MERCER
(Professor of Operational Research, University of Lancaster)
121
Abstract
Aubrey Jones has identified distinctly different rôles for the Prices and Incomes Board and the Monopolies Commission. But this can hardly be the reason for the recent conflict of opinion about the possibilities for measuring the effectiveness of promotion. Professor Mercer examines the evidence.
Citation
MERCER, A. (1968), "Cost‐effectiveness in marketing and selling", Management Decision, Vol. 2 No. 3, pp. 156-158. https://doi.org/10.1108/eb000851
Publisher
:MCB UP Ltd
Copyright © 1968, MCB UP Limited