ADVERTISING EXPENDITURE ON A BRAND'S SHARE OF THE MARKET: A Case with Low and High Involvement Products
Thusitha Sanjeewa Lalanananda Weerasinghe Gunawardana
ISBN 10: 3639267729 ISBN 13: 9783639267723
Editore: VDM Verlag Dr. Mueller, 2010
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Descrizione:
164 pages. 8.66x5.91x0.37 inches. In Stock. Codice articolo 3639267729
Riassunto:
Organizations in the world are spending increasingly greater amounts of money on advertising. Although advertising is used mostly by commercial firms, it is also used by a wide range of non-profit organizations. However, it has only been in recent years that marketers have begun to recognize brands and branding as critical ingredients necessary for market place success. Advertising, thus, requires strategic and creative planning to enhance the brand share within the competitive market place. This book examines the relationship between advertising expenditure and brand's share of market, across different product categories. The book also provides valuable insights that marketers could utilize to develop more focused marketing strategies which may enable them to compete more effectively in increasingly competitive market.
Informazioni sull'autore: T.S.L.W.Gunawardana, BBA in Marketing (Ruhuna, Sri Lanka), MSc. in International Management (Agder, Norway), PhD Research Fellow in Marketing (Bodø Graduate School of Business, Norway). Lecturer at Faculty of Management and Finance, University of Ruhuna, Sri Lanka.
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Titolo: ADVERTISING EXPENDITURE ON A BRAND'S SHARE ...
Casa editrice: VDM Verlag Dr. Mueller
Data di pubblicazione: 2010
Legatura: Paperback
Condizione: Brand New