Drivers of ad spend trends among global marketers

This research study attempts to examine whether there is consistency in the advertising-to-sales ratio (%) pattern for global marketers in their home region and at a worldwide level, through a systematic sequence of analyses.

Drivers of ad spend trends among global marketers

Somnath ChakrabartiInstitute of Management Technology (IMT), Ghaziabad, India

Ashok Pratap AroraManagement Development Institute (MDI), India

ADVERTISING BUDGET SETTING METHODS

Empirical literature suggests...

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