Bradbury, Mike; Kissel, Neal - In: Journal of Business Strategy 27 (2006) 5, pp. 17-22
Purpose – Ever‐rising marketing budgets are becoming an explosive issue. On advertising alone, companies spend fortunes: Nestlé, $11 billion; Unilever, $8 billion; General Motors, $4.7 billion; Procter & Gamble, $3.8 billion; Sony, $3.4 billion; and Coca‐Cola, $1.7 billion. With no end in...