Allocation of budget on marketing efforts: an econometric approach in India
Allocation of budget on marketing efforts: an econometric approach in India
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营销工作预算分配：印度的计量经济学方法
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
P. Basu
中科院分区：
文献类型：
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作者：
Mehir Baidya;P. Basu
目的——对管理者来说，个人营销努力的预算分配是一个复杂的问题。本文的目的是估计弹性的个人营销努力分配预算，考虑到两个品牌在印度。设计/方法/方法-收集了两个品牌的实际销售和各种营销努力（广告，销售人员，促销，分销和价格）的历史数据。双对数回归模型已拟合的数据，以估计弹性销售的每一个努力。随后，估计的弹性已被用于分配预算的个别营销努力的问题。调查结果-观察到各种有趣的结果，例如销售人员声称这两个品牌的预算金额最高。此外，除了第二品牌的广告之外，这两个品牌的经理在所有努力上的支出都不足。实际意义-研究结果将为预算分配提供见解…
Purpose – Budget allocation on individual marketing efforts is a complex issue for managers. The purpose of this paper is to estimate the elasticities of individual marketing efforts to allocate budget by taking into consideration two brands in India.Design/methodology/approach – Historical data on physical sales and various marketing efforts (advertising, sales force, promotion, distribution and price) have been collected for two brands. Double‐log regression model has been fitted on data to estimate the elasticity of sales to each effort. Subsequently, the estimated elasticities have been used to allocate budget on the individual marketing efforts in question.Findings – Various interesting results have been observed, such as the sales force claimed the highest amount of budget for both the brands. Further, managers of both the brands are under‐spending on all the efforts except for advertising in the case of second brand.Practical implications – The findings will provide insight into allocation of budge...