Abstract:
Let us consider a firm and assume that it conceives and implements its own advertising. Let us ask what is possible and reasonable to expect of the media executive. Let us then ask the same question of the advertising executive and try to define in which decision context these men work or should work.
This could also be of interest:
Research Papers
A new concept of marketing
Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bartolo Mardessich
 
June 15, 1959
Research Papers
Application of a general model in multi-national marketing planning
Catalogue: Seminar 1971: Multi-Country Research
Authors: Oluf T. Damm, Flemming Hansen
 
June 15, 1971
Research Papers
A new concept of marketing (French)
Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bartolo Mardessich
 
June 15, 1959
