The Advertising and Promotion Challenge: Vaguely Right or Precisely Wrong?

by Leonard M. Lodish

Too many business executives, argues Leonard Lodish, have no idea how effective their advertising and promotion efforts really are. In this book, he examines a variety of ways such efforts can be tested and arrives at some surprising conclusions that will challenge conventional notions about the way advertising dollars should be spent.

Lodish contends that companies too often make judgment on the basis of meeting targeted sales goals--without...

• Format: Hardcover
• Language: English
• ISBN: 0195037022
• ISBN13: 9780195037029
• Release Date: May 1986
• Publisher: Oxford University Press, USA
• Length: 204 Pages
• Weight: 0.80 lbs.
• Dimensions: 0.9" x 5.7" x 8.5"