Case Study I
The Fortune company deals with oil products which are supplied to public and private cosmetic companies. The CEO Mr. Usama of Fortune consistently used to cut the advertising budgets. To overcome this, his managers, on several occasions had presented Mr. Usama evidence of a solid link among, advertising, preference, market share & profit. Each time this occurred, the CEO would maintain his stand. Lately a manager brought to him a research article on advertising. It showed...