A model toward optimizing advertising effort on durable goods purchase

Presents a simple model whose objective is to utilize existing and ongoing survey data in order to allow the advertising manager to segment the market in an optimum way. Shows how segmenting the market in such a way maximizes the budgetary constraints of the advertising manager.

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Year of publication:	1971
Authors:	Alex Murray, J.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 5.1971, 1, p. 29-33
Publisher:	MCB UP Ltd
Subject:	Models \| Advertising \| Data processing \| Data collection \| Management development \| Channel management

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000005151 [DOI]
Source:	Other ZBW resources

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