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Determinação do orçamento promocional: um caso específico

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  • Figueiredo, Orlando

Abstract

By using the concept of advertising elasticity and the theoretical framework of microeconomics, the article attempts to answer the question "Houi much to spend in advertising?" in business situations in which the price is predeiermined, the variable cost is constant and the firm has a fixed contribution margin to cover its overhead and promotional costs and have the desired profits.

Suggested Citation

  • Figueiredo, Orlando, 1992. "Determinação do orçamento promocional: um caso específico," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 32(3), July.
    • Handle: RePEc:fgv:eaerae:v:32:y:1992:i:3:a:38447
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