Working Paper

Market Share and Growth Are Not Good Predictors of the A/S Ratio

Kusum L. Ailawadi, Paul W. Farris, and Mark E. Parry

Jan 1, 1993

Argues that models other than market share and growth are needed to explain variations in advertising and promotion/sales ratios across brands, product-market categories, firms, and industries.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.