SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising
In this paper, the authors present a contingency framework called SPAD which recommends the integration of sales promotion and advertising to achieve various complementary communication objectives. They review the differential and interactive effects of the two communication types which enable them...
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| المؤلفون الرئيسيون: | , , |
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| التنسيق: | text |
| اللغة: | English |
| منشور في: |
Institutional Knowledge at Singapore Management University
1994
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| الموضوعات: | |
| الوصول للمادة أونلاين: | https://ink.library.smu.edu.sg/lkcsb_research/2924 |
| الوسوم: |
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| المؤسسة: | Singapore Management University |
| اللغة: | English |