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ESTIMATING FIRM MARKETING EXPENDITURE USING PUBLICLY AVAILABLE DATA

机译：使用公开的数据估算公司营销支出

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We show that a small set of firm-level variables that includes SGA as a key input can be used to generate marketing expenditure estimates that constitute a major improvement on the current approach that uses SGA expense as a proxy measure for marketing expenditure. We subsequently conduct a study in which we evaluate a commonly-used model of firm performance to illustrate how employing the proposed measure, instead of SGA as a marketing proxy, may lead to different inferences about the impact of marketing intensity on firm profitability.

机译：我们展示包括SGA作为关键输入的一小组固有级别变量可用于生成营销支出估计，这构成了对当前方法的重大改进，这些方法是利用SGA费用作为营销支出的代理措施。我们随后进行了一项研究，我们评估了一个共同使用的公司性能模型，以说明如何采用所提出的措施，而不是SGA作为营销代理，可能导致对营销强度对公司盈利能力的影响的不同推论。

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《AMA Educators Conference》|2016年||共2页
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作者
Dmitri G. Markovitch; Dongling Huang; Pengfei Ye;
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正文语种
中图分类市场;
关键词
marketing expenditure; marketing spending; marketing capability; marketing capital; brand capital;

机译：营销支出;营销支出;营销能力;营销资金;品牌资本;

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ESTIMATING FIRM MARKETING EXPENDITURE USING PUBLICLY AVAILABLE DATA

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