Advertising budgeting practices in agribusiness: The case of farmer cooperatives

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

doi:10.1016/S0019-8501(96)00074-0

Advertising budgeting practices in agribusiness: The case of farmer cooperatives

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

Research output: Contribution to journal › Article › peer-review

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 language	English
Pages (from-to)	31-40
Number of pages	10
Journal	Industrial Marketing Management
Volume	26
Issue number	1
DOIs	https://doi.org/10.1016/S0019-8501(96)00074-0
Publication status	Published - Jan 1997

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10.1016/S0019-8501(96)00074-0

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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.",

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Advertising budgeting practices in agribusiness: The case of farmer cooperatives

Abstract

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