The estimation of marketing efficiency
H. Weston
(University of Leeds, Leeds, UK)
209
Abstract
Examines the applicability of an optional rule for determining ideal product volumes and mixes under various technical and market conditions. Explains an alternative, similar method of estimation for use where data are inadequate. Considers difficulties and areas where the method is of dubious value.
Keywords
Citation
Weston, H. (1976), "The estimation of marketing efficiency", European Journal of Marketing, Vol. 10 No. 5, pp. 218-239. https://doi.org/10.1108/EUM0000000005048
Publisher
:MCB UP Ltd
Copyright © 1976, MCB UP Limited