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| Author: | |
| Title: | Explaining variations in the advertising and promotional cost/sales ratio: reanalysis, response, research criteria, and guidelines |
| Journal: | Journal of Marketing
1997 : JAN, VOL. 61:1, p. 85-98 |
| Index terms: | |
| Freeterms: | WERBUNG, WERBEFORSCHUNG, VERKAUFSFÖRDERUNG |
| Language: | eng |
| Abstract: | In 1990 Balasubramanian and Kumar indicated in an article in this journal that market share and market growth and their interaction where important productions of the ratio of advertising and promotional costs to sales. In 1994 Ailawadi, Farris and Parry stated that this was not the case. In this article the authors of both articles take up the discussion. |
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