Explaining variations in the advertising & promotional costs/sales ratio: A reanalysis

Journal of Marketing

Volumn 61, Issue 1, 1997, Pages 85-92

  Balasubramanian, Siva K ^a   Kumar, V ^b  

^a SOUTHERN ILLINOIS UNIVERSITY   (United States)

^b NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0031537539     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.2307/1252191     Document Type: Article

References (10)

1. Ailawadi, Kusum L., Paul W. Farris, and Mark E. Parry (1994), "Share and Growth Are Not Good Predictors of the Advertising and Promotion/Sales Ratio," Journal of Marketing, 58 (January), 86-98.
2. American Institute of Certified Public Accountants Inc. (1993), Reporting on Advertising Costs-Statement of Position 93-7. New York: American Institute of Certified Public Accountants.
3. Balasubramanian, Siva K. and V. Kumar (1990), "Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service Markets," Journal of Marketing, 54 (April), 57-68.
4. COMPUSTAT (1993, 1995), Letters addressed to Professor Siva Balasubramanian. Copies of these letters dated December 23, 1993 and February 7, 1995 were submitted to the editorial office of the Journal of Marketing in 1995.
5. Jacobson, Robert and David A. Aaker (1985), "Is Market Share All That It's Cracked Up to Be?" Journal of Marketing, 49 (Fall), 11-22.
6. _ and _ (1987), "The Strategic Role of Product Quality," Journal of Marketing, 51 (October), 31-44.
7. Kerin, Roger A., P. Rajan Varadarajan, and Robert A. Peterson (1992), "First-Mover Advantage: A Synthesis, Conceptual Framework, and Research Propositions," Journal of Marketing, 56 (October), 33-52.
8. Phillips, Lynn W., Dae R. Chang, and Robert D. Buzzell (1983), "Product Quality, Cost Position and Business Performance: A Test of Some Key Hypotheses," Journal of Marketing, 47 (Spring), 26-43.
9. SAS Institute, Inc. (1995), Letter addressed to Professor Siva Balasubramanian. A copy of this letter dated January 9, 1995 was submitted to the editorial office of the Journal of Marketing in 1995.
10. Szymanski, David M., Sundar G. Bharadwaj, and P. Rajan Varadarajan (1993), "Standardization Versus Adaptation of International Marketing Strategy: An Empirical Investigation," Journal of Marketing, 57 (October) 1-17.