ADVERTISING EXPENDITURE ON A BRAND'S SHARE OF THE MARKET: A Case with Low and High Involvement Products

Thusitha Sanjeewa Lalanananda Weerasinghe Gunawardana

ISBN 10: 3639267729 / ISBN 13: 9783639267723

Published by VDM Verlag Dr. Mueller, 2010

About this Item

164 pages. 8.66x5.91x0.37 inches. In Stock.

Seller Inventory # 3639267729

Bibliographic Details

• Title: ADVERTISING EXPENDITURE ON A BRAND'S SHARE OF THE MARKET: A Case with Low and High Involvement Products
• Publisher: VDM Verlag Dr. Mueller
• Publication Date: 2010
• Language: English
• ISBN 10: 3639267729
• ISBN 13: 9783639267723
• Binding: Paperback
• Condition: Brand New
• Weight: 0.29 kilograms

About this title

Synopsis

Organizations in the world are spending increasingly greater amounts of money on advertising. Although advertising is used mostly by commercial firms, it is also used by a wide range of non-profit organizations. However, it has only been in recent years that marketers have begun to recognize brands and branding as critical ingredients necessary for market place success. Advertising, thus, requires strategic and creative planning to enhance the brand share within the competitive market place. This book examines the relationship between advertising expenditure and brand's share of market, across different product categories. The book also provides valuable insights that marketers could utilize to develop more focused marketing strategies which may enable them to compete more effectively in increasingly competitive market.

About the Author

T.S.L.W.Gunawardana, BBA in Marketing (Ruhuna, Sri Lanka), MSc. in International Management (Agder, Norway), PhD Research Fellow in Marketing (Bodø Graduate School of Business, Norway). Lecturer at Faculty of Management and Finance, University of Ruhuna, Sri Lanka.