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Allocating a Promotion Budget between Advertising and Sales Contest Prizes An Integrated Marketing Communications Perspective精选.pdfVIP

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Allocating a Promotion Budget between Advertising and Sales Contest Prizes An Integrated Marketing Communications Perspective精选.pdf

    Marketing Letters 16:1, 19–35, 2005 c 2005 Springer Science + Business Media, Inc. Manufactured in the Netherlands. Allocating a Promotion Budget between Advertising and Sales Contest Prizes: An Integrated Marketing Communications Perspective PUSHKAR MURTHY pmurthy@ Senior Manager (Analytics), Epocrates Inc, San Mateo, CA 94404 MURALI K. MANTRALA∗

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