Distributor Brands versus Producer Brands

Slater commends Carlson and Kusoffsky for seeking to apply decision theory approaches to dynamic marketing problems but regrets their lack of concern for problems of measuring the concepts they employed

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Bibliographic Details
Published in:Journal of marketing research 1969, Vol.6 (1), p.112-113
Main Author: Slater, Charles C.
Format: Review
Language:English
Subjects:
Advertising
Bibliographic literature
Design
House brands
Marketing
New Books in Review
Product development
Profits
R&D
Research & development
Word of mouth advertising
Online Access:Get full text
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Description
Summary:Slater commends Carlson and Kusoffsky for seeking to apply decision theory approaches to dynamic marketing problems but regrets their lack of concern for problems of measuring the concepts they employed
ISSN:0022-2437
1547-7193
DOI:10.2307/3150015