Advertising spending efficiency among top US advertisers from 1985 to 2012 : overspending or smart managing?
Yunjae Cheong; Federico de Gregorio; Kihan Kim
| Year of publication: |
2014
|
|---|---|
| Authors: | Cheong, Yunjae ; De Gregorio, Federico ; Kim, Kihan |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 43.2014, 4, p. 344-358
|
| Subject: | Werbung | Advertising | Ausgaben | Expenditure | Werbewirkung | Advertising effects | Data-Envelopment-Analyse | Data envelopment analysis | USA | United States | 1985-2012 |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010469997