DocumentCode
2418199
Title
An Empirical Study on Advertising Expenditure Decision-making of Chinese Enterprises Based on Grey System
Author
Zan, Xin-ming
Author_Institution
Sch. of Econ. & Manage., Yantai Univ., Yantai, China
fYear
2010
fDate
7-9 May 2010
Firstpage
3664
Lastpage
3667
Abstract
Taking the advertising laboratory trial findings made by Hill and Mackerel as the theoretical support, the relationship between advertising expenditure and product sales before and after the financial crisis in Chinese enterprises is analyzed empirically by utilizing Grey System on the basis of the specific data got from questionnaire survey. The hypothesis is verified after constructing the model and utilizing the data, and then proposals are given to guide Chinese enterprises to take corresponding measures to overcome the financial crisis.
Keywords
advertising; decision making; financial management; grey systems; Chinese enterprises; advertising expenditure decision-making; financial crisis; grey system; product sales; Advertising; Decision making; Economic indicators; Investments; Presses; Proposals; 1); GM (1; advertising; decision-making; financial crisis; grey incidence;
fLanguage
English
Publisher
ieee
Conference_Titel
E-Business and E-Government (ICEE), 2010 International Conference on
Conference_Location
Guangzhou
Print_ISBN
978-0-7695-3997-3
Type
conf
DOI
10.1109/ICEE.2010.920
Filename
5591762
Link To Document