DC Field | Value | Language |
---|---|---|
dc.contributor.author | ryun, chang dae | ko |
dc.contributor.author | Hahn, Minhi | ko |
dc.contributor.author | kim, ik-tae | ko |
dc.date.accessioned | 2013-02-25T15:51:39Z | - |
dc.date.available | 2013-02-25T15:51:39Z | - |
dc.date.created | 2012-02-06 | - |
dc.date.created | 2012-02-06 | - |
dc.date.issued | 1994 | - |
dc.identifier.citation | JOURNAL OF PROMOTION MANAGEMENT, v.2, no.2, pp.45 - 57 | - |
dc.identifier.issn | 1049-6491 | - |
dc.identifier.uri | http://hdl.handle.net/10203/63333 | - |
dc.description.abstract | In this paper, the authors present a contingency frame- work called SPAD which recommends the internation of sales promotion and advertising to achieve various com$ementary com- munication objectives. They review the differential and interactive effects of the two communication types which enable them to formu- late a classification of situations whereby the proper SPAD strategy can be determined. | - |
dc.language | English | - |
dc.publisher | Best Business Books | - |
dc.title | SPAD: A Contingency Framework for Integrating Sales Promotion and Advertising | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.citation.volume | 2 | - |
dc.citation.issue | 2 | - |
dc.citation.beginningpage | 45 | - |
dc.citation.endingpage | 57 | - |
dc.citation.publicationname | JOURNAL OF PROMOTION MANAGEMENT | - |
dc.contributor.localauthor | Hahn, Minhi | - |
dc.contributor.nonIdAuthor | ryun, chang dae | - |
dc.contributor.nonIdAuthor | kim, ik-tae | - |
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