Beyond the return on advertising : elasticity of the return on advertising as a diagnostic metric to maximize profit
Ted Mitchell and Igor Makienko
| Year of publication: |
2014
|
|---|---|
| Authors: | Mitchell, Ted ; Makienko, Igor |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 20.2014, 2, p. 250-265
|
| Subject: | profit maximization | return on advertising | optimal advertising budget, elasticity of ROA | marketing metrics | Werbung | Advertising | Werbewirkung | Advertising effects | Gewinn | Profit | Return on Investment | Return on investment | Rentabilität | Profitability |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010373817