How Advertising Impacts on Profitability

Argues that relative advertising expenditure (advertising/sales ratio relative to competitors) helps to build (i) the relative perceived quality of the product or service and (ii) the firm's relative reputation.

How Advertising Impacts on Profitability

Leslie Butterfield

Tom Peters, the celebrated management consultant, describes PIMS as being the worlds most extensive strategic information database. From its genesis at Harvard in 1972, it now encompasses data...