Journal of Marketing 1997

Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Response, Research Criteria, and Guidelines

Siva K. Balasubramanian¹; V. Kumar^2,3

¹ Southern Illinois University System · ² University of Houston · ³ College of Business Administration

Abstract

Ailawadi, Farris, and Parry (1997) claim that their analyses have invalidated the Balasubramanian and Kumar (1990) model. The authors show reasons why their claim is incorrect and highlight key criteria and guidelines that can help further research.

DOI

10.1177/002224299706100109

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓