search query: @author Ramaseshan, B. / total: 6
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| Author: | Ramaseshan, B. |
| Title: | Research note : marketing budgeting practices of retailers. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:8, p. 40-45 |
| Index terms: | MARKETING EXPENDITURE RETAILING BUDGETING |
| Language: | eng |
| Abstract: | Faced with the problem of inadequate resources, coupled with the huge costs involved in marketing, retailers are increasingly concerned with the effective management of their marketing investment. Currently used methods in determining the total marketing budget are investigated. Budgeting practices of different types of retailers are presented and analyzed, indicating the use of relatively unsophisticated, arbitrary methods. A discrepancy emerges between the marketing budgeting practices of durable consumer products retailers and other types of retailers. A considerable gap seems to exist between marketing budget theory and practice in retailing. |
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