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

Journal of Marketing

Volumn 61, Issue 1, 1997, Pages 93-96

  Ailawadi, Kusum ^a   Farris, Paul ^a   Parry, Mark ^a  

^a NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0031538509     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.2307/1252192     Document Type: Article

References (3)

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. 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.
3. _ and _ (1997), "Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Reanalysis," Journal of Marketing, 61 (January), 85-92.