| 000 | 01364nam a2200229Ia 4500 | ||
|---|---|---|---|
| 008 | 210223s9999 xx 00 und d | ||
| 100 |
_aSujata Banerjee _9639 |
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| 520 | _aThis 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 |
_aAdvertising _9212 |
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| 654 | _a Marketing expenditure | ||
| 654 | _aAdvertisement | ||
| 654 | _acorporate societal responsibility | ||
| 654 | _amarketing communication | ||
| 654 | _asales | ||
| 773 | _tINDIAN JOURNAL OF MARKETING | ||
| 942 | _cAR | ||
| 245 | _aAdvertisement vs Societal Based Marketing Communication: An Empirical Analytic Comparison vis-a-vis Profit Contribution | ||
| 260 | _c2018-06-30 | ||
| 300 | _a15 | ||
| 440 |
_p6 _v48 _9640 |
||
| 700 |
_aKaushik Mandal _9290 |
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| 999 |
_c35993 _d35993 |
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