Abstract / Description of output
Based on a national survey of chartered accountancy practices, this paper develops and tests a path model of the advertising management process in the profession. Specifically, it examines the relationship between resources devoted to advertising, key decision areas and the success of advertising campaigns. The findings are discussed in light of previous empirical work and their managerial implications are highlighted.
| Original language | English |
|---|---|
| Pages (from-to) | 3-26 |
| Number of pages | 24 |
| Journal | The British Accounting Review |
| Volume | 22 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - Mar 1990 |