论文信息 - Planning and Estimation in Advertising

Planning and Estimation in Advertising

Modern management science techniques are applied to the advertising problems of a large multiple retailer. The appropriate methodology evolves from a careful consideration of the firms marketing strategy, the market environment, and the nature of the demand for its services.

Ian Fenwick | I. Fenwick | P. Doyle | Peter Doyle

[1] William G. Cochran,et al. Experimental Designs, 2nd Edition , 1950 .

[2] P. Doyle. Economic Aspects of Advertising: A Survey , 1968 .

[3] William J. Baumol,et al. Economic Theory and Operations Analysis. , 1962 .

[4] Seymour Banks,et al. Experimentation in marketing , 1965 .

[5] Kristian S. Palda. The Measurement of Cumulative Advertising Effects , 1965 .

[6] William J. Baumol,et al. Economic Theory and Operations Analysis , 1963 .

[7] N. Kaldor,et al. The Economic Aspects of Advertising , 1950 .

[8] William A. Belson,et al. Matching and Prediction on the Principle of Biological Classification , 1959 .

[9] J. Simon. Expenditure Policy for Mail-Order Advertisers , 1967 .

[10] Peter Doyle,et al. The Use of Automatic Interaction Detector and Similar Search Procedures , 1973 .