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| Author: | Corstjens, M. Umblijs, A. Wang, C. |
| Title: | The power of inertia: Conservatism in marketing resource allocation |
| Journal: | Journal of Advertising Research
2011 : JUN, VOL 51:2, p. 356-372 |
| Index terms: | marketing expenditure advertising expenditure marketing mix resource allocation |
| Language: | eng |
| Abstract: | The purpose of the paper is to introduce a methodology that should facilitate the management's decision making process of marketing resource allocation. The authors study marketing allocations in seven different industries, and find several reasons for overspending and underspending on different marketing vehicles. The authors hypotesize that part of this phenomenon could result from conservative decision making. This conservatism hypothesis is an interesting issue for future research. |
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