Advertisement vs Societal Based Marketing Communication: An Empirical Analytic Comparison vis-a-vis Profit Contribution (Record no. 35993)

MARC details
000 -LEADER
fixed length control field 01364nam a2200229Ia 4500
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Personal name Sujata Banerjee
9 (RLIN) 639
245 ## - TITLE STATEMENT
Title Advertisement vs Societal Based Marketing Communication: An Empirical Analytic Comparison vis-a-vis Profit Contribution
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Date of publication, distribution, etc. 2018-06-30
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Extent 15
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Name of part/section of a work 6
Volume/sequential designation 48
9 (RLIN) 640
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Summary, etc. This Research was Carried out in a crucial time of transition when ad-believability is showing downward tendency and marketers earnestly require alternative tools for their better customer connect. Appropriate reviews of Literature helped us to understand how social spending can be used as an alternative to generate a positive impact on profitability alongside advertisement spending. The results indicated the efficiency of spending on core societal issues towards profit contribution in comparison to advertisement expenditure. The results further helped us to conclude the complimentary role of societal spending along with advertisement spending on strategic brand building.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Advertising
9 (RLIN) 212
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Focus term Marketing expenditure
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Focus term Advertisement
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Focus term corporate societal responsibility
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Focus term marketing communication
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Focus term sales
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Title INDIAN JOURNAL OF MARKETING
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Personal name Kaushik Mandal
9 (RLIN) 290
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Koha item type Article
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Total Checkouts Barcode Date last seen Price effective from Koha item type
        St. Francis Institute of Management and Research St. Francis Institute of Management and Research 02/24/2021   AR0728 02/24/2021 02/24/2021 Article