Premium
The advertising‐to‐sales ratio along the brand life cycle: A critical review
Author(s) -
Liebermann Yehoshua
Publication year - 1986
Publication title -
managerial and decision economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.288
H-Index - 51
eISSN - 1099-1468
pISSN - 0143-6570
DOI - 10.1002/mde.4090070109
Subject(s) - advertising , business , marketing
The purpose of this study is to suggest a general decision framework for determining the advertising to sales ( A/S ) ratio during different stages of the brand life cycle, based on past empirical evidence, as reported in the marketing literature.