Publications
Publications
- 1984
- Research on Sales Promotion: Collected Papers
Structural Determinants of Ratios of Promotion and Advertising to Sales
By: John A. Quelch, Cheri T. Marshall and Dae R. Chang
Citation
Quelch, John A., Cheri T. Marshall, and Dae R. Chang. "Structural Determinants of Ratios of Promotion and Advertising to Sales." In Research on Sales Promotion: Collected Papers. no. 84-104, edited by Katherine E. Jocz, 83–105. Marketing Science Institute Report. Cambridge, MA: Marketing Science Institute, 1984.