A model toward optimizing advertising effort on durable goods purchase
J. Alex Murray
(University of Windsor, Canada)
117
Abstract
Presents a simple model whose objective is to utilize existing and ongoing survey data in order to allow the advertising manager to segment the market in an optimum way. Shows how segmenting the market in such a way maximizes the budgetary constraints of the advertising manager.
Keywords
Citation
Alex Murray, J. (1971), "A model toward optimizing advertising effort on durable goods purchase", European Journal of Marketing, Vol. 5 No. 1, pp. 29-33. https://doi.org/10.1108/EUM0000000005151
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited