Advertising budgeting practices in agribusiness: The case of farmer cooperatives

Morgan P. Miles, John B. White, Linda S. Munilla

Research output: Contribution to journalArticle

11 Citations (Scopus)

Abstract

The present study explores the complex issue of budgeting for advertising by agribusinesses. An empirical study of U.S. diversified and marketing agricultural cooperatives is utilized in this exploratory study. The findings suggest that agribusiness cooperatives tend to utilize the more economic/rational build-up method of advertising budgeting.

Original languageEnglish
Pages (from-to)31-40
Number of pages10
JournalIndustrial Marketing Management
Volume26
Issue number1
Publication statusPublished - Jan 1997

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