Brand managers' perceptions of the marketing communications budget allocation process
By: George S. Low, Jakki J. Mohr
Contributors: Mohr, Jakki J.
Series: Report -- no. 98-105; Report (Marketing Science Institute) -- no. 98-105
Publisher: Marketing Science Institute
Published: 1998
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 55
Copyright date: 1998
Subjects: Branding (Marketing); Management; Planning; Marketing; Finance
Notes: "Working paper."

"March 1998."

Includes bibliographical references (p. 51-55).