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A model toward optimizing advertising effort on durable goods purchase

J. Alex Murray (University of Windsor, Canada)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 January 1971

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

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MCB UP Ltd

Copyright © 1971, MCB UP Limited

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