A fresh view of the advertising budget process
Year of publication: |
2007
|
---|---|
Authors: | Farris, Paul W. ; West, Douglas C. |
Published in: |
The Sage handbook of advertising. - Los Angeles : Sage Publications, ISBN 1-4129-1886-3. - 2007, p. 316-332
|
Subject: | Werbeplanung | Advertising planning | Betriebliche Budgetierung | Corporate budgeting | Heuristik | Heuristics |
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