Morris, Michael; Christopher, Martin; Cowell, Don - In: Management Decision 4 (1970) 4, pp. 45-50
The Nineteen Sixties witnessed a silent yet dramatic revolution, almost unheralded whilst in progress and only chronicled when it had passed its climax. This revolution was the growth of a form of promotional expenditure which came to be known as ‘below‐the‐line’. It was...