TY - JOUR
T1 - The advertising‐to‐sales ratio along the brand life cycle
T2 - A critical review
AU - Liebermann, Yehoshua
PY - 1986/3
Y1 - 1986/3
N2 - The purpose of this study is to suggest a general decision framework for determining the advertising to sales (A/S) ratio during different stages of the brand life cycle, based on past empirical evidence, as reported in the marketing literature.
AB - The purpose of this study is to suggest a general decision framework for determining the advertising to sales (A/S) ratio during different stages of the brand life cycle, based on past empirical evidence, as reported in the marketing literature.
UR - http://www.scopus.com/inward/record.url?scp=84986754954&partnerID=8YFLogxK
U2 - 10.1002/mde.4090070109
DO - 10.1002/mde.4090070109
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AN - SCOPUS:84986754954
SN - 0143-6570
VL - 7
SP - 43
EP - 48
JO - Managerial and Decision Economics
JF - Managerial and Decision Economics
IS - 1
ER -