Advertising and promotion budgeting during volatile economic conditions: factors influencing the level of decentralisation in budgeting and its relations to budget size and allocation

Material TypeArticleLanguageEnglish
TitleAdvertising and promotion budgeting during volatile economic conditions: factors influencing the level of decentralisation in budgeting and its relations to budget size and allocation Author(S)Yunjae Cheong (Author)
Abstract  This paper provides a perspective on traditional budgeting approaches and managerial processes in the midst of the severe economic downturn during May 2009, in the United States. Specifically, it examines the extent to which various company, brand and organisational factors are related to the level of decentralisation in the budgeting for advertising and promotion. Also, the influences of the level of decentralisation in the budgeting on the marketing budget size and the advertising-to-promotion ratio were examined ...Paginationp 143-162
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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