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How Corporate Cultures Drive Advertising and Promotion Budgets

Best Practices Combine Heuristics and Algorithmic Tools

Douglas West, John B. Ford, Paul W. Farris
DOI: 10.2501/JAR-54-2-149-162 Published 1 June 2014
Douglas West
King's College London,
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  • For correspondence: douglas.west@kcl.ac.uk
John B. Ford
Old Dominion University,
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  • For correspondence: jbford@odu.edu
Paul W. Farris
University of Virginia, Darden School of Business,
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  • For correspondence: FarrisP@darden.virginia.edu
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Article Information

vol. 54 no. 2 149-162
DOI 
https://doi.org/10.2501/JAR-54-2-149-162

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Published online June 1, 2014.

Copyright & Usage 
© Copyright 2014 The ARF. All rights reserved.

Author Information

  1. Douglas West
  1. King's College London, (douglas.west{at}kcl.ac.uk)
  1. John B. Ford
  1. Old Dominion University, (jbford{at}odu.edu)
  1. Paul W. Farris
  1. University of Virginia, Darden School of Business, (FarrisP{at}darden.virginia.edu)

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Vol 54 Issue 2

Journal of Advertising Research: 54 (2)
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How Corporate Cultures Drive Advertising and Promotion Budgets
Douglas West, John B. Ford, Paul W. Farris
Journal of Advertising Research Jun 2014, 54 (2) 149-162; DOI: 10.2501/JAR-54-2-149-162

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How Corporate Cultures Drive Advertising and Promotion Budgets
Douglas West, John B. Ford, Paul W. Farris
Journal of Advertising Research Jun 2014, 54 (2) 149-162; DOI: 10.2501/JAR-54-2-149-162
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