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Research papers

Determining advertising budgets using econometrics

The only rational way to set an advertising budget is to estimate as well as one can the likely sales and cost consequences of each of the range of feasible advertising expenditures and choose the one which maximises the future profit (or other...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Michael Stewart
June 1, 1978
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Citation

Stewart, M. (1978a, June 01). Determining advertising budgets using econometrics. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/determining-advertising-budgets-using-econometrics


Research papers

An integrated marketing planning system

In a marketing-oriented company producing fast-moving consumer goods, the role of the Marketing Department in developing the budget is central, but it must be carried out within the constraints constituted by the needs and capacities of other...

Catalogue: Seminar 1977: Marketing Management Information Systems
Authors: Derek Bloom, Michael Stewart
June 15, 1977
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Citation

Bloom and Stewart (1977a, June 15). An integrated marketing planning system. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/an-integrated-marketing-planning-system