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An Empirical Study on Advertising Expenditure Decision-making of Chinese Enterprises Based on Grey System

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1 Author(s)
Xin-ming Zan ; Sch. of Econ. & Manage., Yantai Univ., Yantai, China

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.

Published in:

E-Business and E-Government (ICEE), 2010 International Conference on

Date of Conference:

7-9 May 2010