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Research papers

A new approach to the evaluation of advertising themes

In recent years considerable attention has been paid by marketing theorists to the role of advertising and other promotional activities within the marketing policy of the firm and to their optimal setting in the combined operation of the various...

Catalogue: ESOMAR Conference 1960
Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil
June 15, 1960

Research papers

An assortment-index in a comprehensive shopping model

In retail management a distinction is made between controllable tools of adaptation (e.g., price, personal selling, channels of distribution, and location) and non-controllable environmental aspects (e.g., demand, competition, structure of...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers
Authors: A. A. Ruitenberg, Leonardus Hendrik Klaassen
August 1, 1975

Research papers

A new approach to the evaluation of advertising themes (French)

In recent years considerable attention has been paid by marketing theorists to the role of advertising and other promotional activities within the marketing policy of the firm and to their optimal setting in the combined operation of the various...

Catalogue: ESOMAR Conference 1960
Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil
June 15, 1960