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Volume 5, Issue 1
1 January 1971
European Journal of Marketing Cover Image for Volume 5, Issue 1
Research Article| January 01 1971

A model toward optimizing advertising effort on durable goods purchase

J. Alex Murray
J. Alex Murray
University of Windsor, Canada
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-7123
Print ISSN: 0309-0566
© MCB UP Limited
1971
European Journal of Marketing (1971) 5 (1): 29–33.
https://doi.org/10.1108/EUM0000000005151

Presents a simple model whose objective is to utilize existing and ongoing survey data in order to allow the advertising manager to segment the market in an optimum way. Shows how segmenting the market in such a way maximizes the budgetary constraints of the advertising manager.

Keywords: Models, Advertising, Data processing, Data collection, Management development, Channel management
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© MCB UP Limited
1971
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