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Common Approaches to Budgeting for Advertising

Management Decision

ISSN: 0025-1747

Article publication date: 1 May 1979

Abstract

Editors' Note In this short article the authors briefly review and comment on the most common approaches used by companies or proposed by specialists for setting the budgets to be spent on advertising in an organisation.

Citation

Mitchell, L.A. (1979), "Common Approaches to Budgeting for Advertising", Management Decision, Vol. 17 No. 5, pp. 357-403. https://doi.org/10.1108/eb001198

Publisher

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MCB UP Ltd

Copyright © 1979, MCB UP Limited