The Long-Term Differentiation Value of Marketing Communication ActionsJan 1, 1992 William Boulding, Eunkyu Lee, and Richard Staelin, 1992, 92-133
Examines whether advertising, salesforce, and promotion activities increase a firm's ability to differentiate itself and protect itself from future price competition.
The Advertising-Sales Promotion Trade-Off: Theory and PracticeJan 1, 1992 George S. Low and Jakki J. Mohr, 1992, 92-127
Describes the budget allocation process (concerning advertising and consumer and trade promotion) based on interviews with 21 managers at consumer products companies.
Marketing Communications, Procedural Learning, and Consumer Decision MakingJan 1, 1992 Amna Kirmani and Peter Wright, 1992, 92-119
Applies conceptual framework to the problem of creating advertising that influences consumers to consider a particular decision-making criterion.
Beyond Advertising and Publicity: The Domain of Hybrid MessagesJan 1, 1991 Siva K. Balasubramanian, 1991, 91-131
Identifies genre of marketing communication, or 'hybrid messages,' that provide the product sponsor with benefits beyond those of conventional advertising.
Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service MarketsJan 1, 1990 Siva K. Balasubramanian and V. Kumar, 1990, 90-109
Explains variation in advertising and promotional expenditures-to-sales ratios, or marketing communications intensity (MCI), across three markets; presents empirical study to identify the key correlates of MCI in 30 industries.
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