Allocating a Promotion Budget between Advertising and Sales Contest Prizes: An Integrated Marketing Communications Perspective

Author： Murthy Pushkar  

Publisher： Springer Publishing Company

ISSN： 0923-0645

Source： Marketing Letters, Vol.16, Iss.1, 2005-01, pp. : 19-35

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

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