Comparing the Current Effects and Carryover of National-, Regional-, and Local-Sponsor Advertising

Coordinating and controlling advertising strategy within contractual and administered vertical marketing systems (VMSs) can be a complex task given the number of channel members involved in the process. Quite often thousands of intermediaries are involved at different levels each with their own obje...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of advertising research 2005-03, Vol.45 (1), p.60-72
Hauptverfasser:	HERRINGTON, J. DUNCAN, DEMPSEY, WILLIAM A.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising accounts Advertising research Allocations Analysis Budgeting Corporate sponsorship Market strategy Vertical markets
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!