The Effect of Promotional Effort on Sales

John F. Magee
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John F. Magee: Arthur D. Little, Inc.

Operations Research, 1953, vol. 1, issue 2, 64-74

Abstract: The management of an industrial enterprise is constantly faced with the problem of deciding how much advertising, selling, or promotional effort is economically justified. A reasonable response to this question implies at least an intuitive knowledge of the relation between sales volume and promotional effort. This paper presents a case study of the development of such a relationship. Operations Research , ISSN 0030-364X, was published as Journal of the Operations Research Society of America from 1952 to 1955 under ISSN 0096-3984.

Date: 1953
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