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The practice of marketing
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The article was published on 1972-01-01 and is currently open access. It has received 2 citations till now. The article focuses on the topics: Return on marketing investment & Marketing management.read more
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Journal ArticleDOI
A New Promotion Mix Appropriation Model
TL;DR: In this article, the authors compared the promotion budget and some popular appropriation models found in the standard marketing textbooks and found that relatively more money is spent on advertising and relatively less money is spend on personal selling in the promotion mix for consumer goods.
Book ChapterDOI
Werbemittel und -formate: Typologien und Abgrenzungen
TL;DR: In this article, a vorliegende Beitrag stellt unterschiedliche Dimensionen zur Abgrenzung von Werbemittel and -formaten in den Vordergrund geruckt.