This study identifies considerations which underlie advertising and promotion choices in small retail firms. Major considerations include whether the strategy enhances the firm's image; past experience with the strategy; whether the strategy is affordable, and the ability to target specific types of consumers.
CITATION STYLE
Davis, J. F. (2015). Understanding Why Small Firms Choose their Advertising and Promotional Strategies: An Empirical Investigation. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 311–315). Springer Nature. https://doi.org/10.1007/978-3-319-13084-2_70
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