search query: @author Parry, M. / total: 9
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| Author: | Ailawadi, K. Farris, P. Parry, M. |
| Title: | Share and growth are not good predictors of the advertising and promotion/sales ratio |
| Journal: | Journal of Marketing
1994 : JAN, VOL. 58:1, p. 86-97 |
| Index terms: | ADVERTISING PROMOTION SALES |
| Language: | eng |
| Abstract: | Researchers have tried for several years to explain variations in advertising and promotion/sales (A&P/S) ratios across brands, product-market categories, firms , and industries. Market share (MS) and market growth (MG) have been included as explanatory variables in almost all of these studies. Though the MG-MS matrix provides a possible rationale for the use of these variables in an interaction model, the authors argue that it is more consistent with strategic business unit (SBU)-level data than firm data. |
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