Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-July07-Article1-An Empirical Study of Compatibility of Advertising Channels and Product Categories
- Price : 80.00
- Published on July 1, 2007
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Due to globalization the competition pressure increases many fold. Earlier the bad company were not able to survive, now even the good companies are finding it difficult to face the onslaught of competition consequently the business organisation are striving to economize all areas of their operations. In order to increase their market share the marketers are trying to achieve maximum utilization of their ads spend. In this paper the compatibility of types of TV Channels with appropriate product categories had been empirically tested. The paper concludes with useful suggestion given to the marketing professional to achieve the above stated objectives.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.