Purpose – The purpose of this study is to estimate the relative contributions of individual marketing mix variables to sales as well as short‐term and long‐term effects of advertising in India. Design/methodology/approach – Time‐series data on sales and marketing mix variables have...

Purpose – The purpose of this paper is to see the role of advertising in the middle of sales-price relationship of two entrepreneur brands in India. Design/methodology/approach – Quarterly data on sales (in units), advertising (net of inflation) and price (net of inflation) have been...

Purpose – Integrated marketing communications (IMC) has emerged as a promising area of study in the past decade. However, this area has received disproportionate attention for research around the world. This paper aims to determine the effectiveness of different components and total IMC on two...

There were not many studies dealt with productivity issues of personal selling effort in FMCG sector around the world. A modest attempt has been taken to assess the productivity of this effort by considering two brands (A & B) of two firms in India. Time-series data on sales and different...