ADVERTISING BUDGETING PRACTICES IN AGRIBUSINESS - THE CASE OF FARMER COOPERATIVES

Authors
MILES MP WHITE JB MUNILLA LS
Citation
Mp. Miles et al., ADVERTISING BUDGETING PRACTICES IN AGRIBUSINESS - THE CASE OF FARMER COOPERATIVES, Industrial marketing management, 26(1), 1997, pp. 31-40
Citations number
44
Categorie Soggetti
Management,Business
Journal title
Industrial marketing management → ACNP
ISSN journal
00198501
Volume
26
Issue
1
Year of publication
1997
Pages
31 - 40
Database
ISI
SICI code
0019-8501(1997)26:1<31:ABPIA->2.0.ZU;2-2
Abstract
The present study explores the complex issue of budgeting for advertis ing by agribusinesses. An empirical study of U.S. diversified and mark eting agricultural cooperatives is utilized in this exploratory study. The findings suggest that agribusiness cooperatives tend to utilize t he more economic/rational build-up method of advertising budgeting. (C ) Elsevier Science Inc., 1997