Advertising budgeting practices in agribusiness: The case of farmer cooperatives

被引：7
|
作者：
Miles, MP
White, JB
Munilla, LS
机构：
[1] Department of Marketing, Georgia Southern University, Landrum Box 8154, Statesboro
来源：
INDUSTRIAL MARKETING MANAGEMENT | 1997年 / 26卷 / 01期
关键词：
D O I：
10.1016/S0019-8501(96)00074-0
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The present study explores the complex issue of budgeting for advertising by agribusinesses. An empirical study of U.S. diversified and marketing agricultural cooperatives is utilized in this exploratory study. The findings suggest that agribusiness cooperatives tend to utilize the more economic/rational build-up method of advertising budgeting. (C) Elsevier Science Inc., 1997
引用
收藏
页码：31 / 40
页数：10
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