Explaining variations in the advertising & promotional costs/sales ratio: A response, research criteria, and guidelines

Journal of Marketing

Volumn 61, Issue 1, 1997, Pages 97-98

  Balasubramanian, Siva K ^a   Kumar, V ^a  

^a NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0031538098     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.2307/1252193     Document Type: Review

References (6)

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. _, _, and _ (1997), "Explaining Variations in Advertising & Promotional Costs/Sales Ratio: A Rejoinder," Journal of Marketing, 61 (January), 93-6.
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. _ and _ (1997), "Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Reanalysis," Journal of Marketing, 61 (January), 85-92.
5. Day, George S. (1975), "A Strategic Perspective on Product Planning," Journal of Contemporary Business, 4 (Spring), 1-34.
6. Quelch, John A., Cheri T. Marshall, and Dae R. Chang (1984), "Structural Determinants of Ratios of Promotion and Advertising to Sales," in Research on Sales Promotion: Collected Papers, Report No. 84-104, Katherine E. Jocz, ed. Cambridge, MA: Marketing Science Institute, 83-105.