Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 43-48 |
| Number of pages | 6 |
| Journal | Managerial and Decision Economics |
| Volume | 7 |
| Issue number | 1 |
| DOIs | |
| State | Published - Mar 1986 |
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