The contribution of research to the planning, budgeting and evaluation of below-the-line activity

Date of publication: June 15, 1971

Company: ESSO


In this paper I propose to outline briefly some underlying factors leading to the growth of below-the-line activity, to describe the marketing functions performed by different types of promotional activity, and to suggest a rational approach to the problem of allocating expenditure.

David Lowe-Watson


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Research Papers

Research Papers

Research Papers

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