Work

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

Year: 2005

Type: article

Source: Marketing Letters

DOI: 10.1007/s11002-005-1138-6

Authors: Pushkar Murthy, Murali K. Mantrala

Institution: University of Missouri

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2052898089

FWCI: 6.368

Cites: 13

Cited by: 28

Related to: 10