How corporate culture drive advertising and promotion budgets : best practices combine heuristics and algorithmic tools
Year of publication: |
2014
|
---|---|
Authors: | West, Douglas C. ; Ford, John B. ; Farris, Paul W. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 54.2014, 2, p. 149-162
|
Subject: | Werbeplanung | Advertising planning | Unternehmenskultur | Corporate culture | Betriebliche Budgetierung | Corporate budgeting | Werbewirtschaft | Advertising industry | USA | United States |
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