Publisher's Synopsis
Excerpt from Advisor 1: A Descriptive Model of Advertising Budgeting for Industrial Products
Each company brings much experience and thought to setting budgets and making plans for marketing communications. However, to a large degree, these decisions are based on impressions rather than facts. Very little. Quantified intelligence exists on the relation of product and market characteristics to communications expenditures for industrial products. One reason for this is that to conduct special studies for each individual product would be prohibitively expensive.
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