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College of Business(경영대학)School of Management Engineering(경영공학부)MT-Journal Papers(저널논문)

SPAD: A Contingency Framework for Integrating Sales Promotion and Advertising

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dc.contributor.authorryun, chang daeko
dc.contributor.authorHahn, Minhiko
dc.contributor.authorkim, ik-taeko
dc.date.accessioned2013-02-25T15:51:39Z-
dc.date.available2013-02-25T15:51:39Z-
dc.date.created2012-02-06-
dc.date.created2012-02-06-
dc.date.issued1994-
dc.identifier.citationJOURNAL OF PROMOTION MANAGEMENT, v.2, no.2, pp.45 - 57-
dc.identifier.issn1049-6491-
dc.identifier.urihttp://hdl.handle.net/10203/63333-
dc.description.abstractIn this paper, the authors present a contingency frame- work called SPAD which recommends the internation of sales promotion and advertising to achieve various com$ementary com- munication objectives. They review the differential and interactive effects of the two communication types which enable them to formu- late a classification of situations whereby the proper SPAD strategy can be determined.-
dc.languageEnglish-
dc.publisherBest Business Books-
dc.titleSPAD: A Contingency Framework for Integrating Sales Promotion and Advertising-
dc.typeArticle-
dc.type.rimsART-
dc.citation.volume2-
dc.citation.issue2-
dc.citation.beginningpage45-
dc.citation.endingpage57-
dc.citation.publicationnameJOURNAL OF PROMOTION MANAGEMENT-
dc.contributor.localauthorHahn, Minhi-
dc.contributor.nonIdAuthorryun, chang dae-
dc.contributor.nonIdAuthorkim, ik-tae-
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MT-Journal Papers(저널논문)
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