Allocating a promotion budget between advertising and sales contest prizes: An integrated marketing communications perspective

Marketing Letters

Volumn 16, Issue 1, 2005, Pages 19-35

  Murthy, Pushkar ^a   Mantrala, Murali K ^b  

^a Epocrates Inc   (United States)

^b UNIVERSITY OF MISSOURI   (United States)

Author keywords

Advertising; Integrated marketing communications; Resource allocation; Sales contests; Synergy

Indexed keywords

EID: 21844479277     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-005-1138-6     Document Type: Article

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