Mosmans, A.

advertising communication marketing agency table company strategy method management marketing communications strategy advertising agency manager percentage frequency service number campaign 1 march 1992 dutch advertising campaign objective compensation budget advertising agencies study journal practice alternative industry question dutch companies implementation model product market reason result competition march process marketing communications criteria basis decision bonoma testing advertising policy policy brand share problem lodish scheme verbeke position consumer goods firms guilder compensation schemes sales /profit buyer european sloan management review test method specialised communication agencies quality marketing strategy sales volume agency competition level performance marketing communications agencies organise agency competitions marketing communications campaign consumer client commission response creativity effectiveness instance media