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ADVERTISING EXPENDITURE ON A BRAND''S SHARE OF THE MARKET

ADVERTISING EXPENDITURE ON A BRAND''S SHARE OF THE MARKET

139995395
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Описание
Organizations in the world are spending increasingly greater amounts of money on advertising. Although advertising is used mostly by commercial firms, it is also used by a wide range of non-profit organizations. However, it has only been in recent years that marketers have begun to recognize brands and branding as critical ingredients necessary for market place success. Advertising, thus, requires strategic and creative planning to enhance the brand share within the competitive market place. This book examines the relationship between advertising expenditure and brand''s share of market, across different product categories. The book also provides valuable insights that marketers could utilize to develop more focused marketing strategies which may enable them to compete more effectively in increasingly competitive market.