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Research papers

Integrated measuring of the effects of marketing mix variables with special emphasis on the elements of the communication mix

Effective marketing plans are key to product success in today's mass markets. And whether they are effective or not is - to a large extend - determined by the consumer and his reaction to it. For the marketers of consumer goods this means they have...

Catalogue: ESOMAR Congress 1989
Author: Petra E. Schauenburg
Company: GfK
September 1, 1989
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Citation

Schauenburg, P. E. (1989a, September 01). Integrated measuring of the effects of marketing mix variables with special emphasis on the elements of the communication mix. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/integrated-measuring-of-the-effects-of-marketing-mix-variables-with-special-emphasis-on-the-elements-of-the-communication-mix