Decision rules for advertising budgeting and media allocation
By: by Alain V. Bultez and Randall L. Schultz.
Contributors: Schultz, Randall L., joint author.
Series: Paper - Institute for Research in the Behavioral, Economic, and Management Sciences, Krannert Graduate School of Management ; no. 694; Paper (Krannert Graduate School of Management. Institute for Research in the Behavioral, Economic, and Management Sciences) ;; no. 694.
Publisher: Institute for Research in the Behavioral, Economic, and Management Sciences, Krannert Graduate School of Management, Purdue University
Published: 1979
Place of publication: West Lafayette, Ind
Language: eng
Number of pages: 37
Subjects: Advertising media planning -- Mathematical models.; Advertising -- Finance -- Mathematical models.
Notes: Bibliography: p. 35-37.