Distributor Brands versus Producer Brands

Slater commends Carlson and Kusoffsky for seeking to apply decision theory approaches to dynamic marketing problems but regrets their lack of concern for problems of measuring the concepts they employed

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Bibliographic Details
Published inJMR, Journal of Marketing Research (pre-1986) Vol. 6; no. 1; pp. 112 - 113
Main Author Slater, Charles C.
Format Book Review Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.02.1969
SAGE PUBLICATIONS, INC
Subjects
Advertising
Bibliographic literature
Design
House brands
Marketing
New Books in Review
Product development
Profits
R&D
Research & development
Word of mouth advertising
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Summary:Slater commends Carlson and Kusoffsky for seeking to apply decision theory approaches to dynamic marketing problems but regrets their lack of concern for problems of measuring the concepts they employed
ISSN:0022-2437
1547-7193
DOI:10.2307/3150015