Managing the marketing budget in a cost-constrained environment

Industrial Marketing Management

Volumn 31, Issue 8, 2002, Pages 705-717

  Weber, John A ^a  

^a UNIVERSITY OF NOTRE DAME   (United States)

Author keywords

Marketing budget; Marketing costs; Marketing efficiency; Marketing measures; Marketing productivity; Path Marketing Analysis (PMA); Projecting sales growth; Served market

Indexed keywords

EID: 0036837205     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0019-8501(01)00191-2     Document Type: Article

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