PT  - JOURNAL ARTICLE
AU  - Marcel Corstjens
AU  - Andris Umblijs
AU  - Chao Wang
TI  - The Power of Inertia
AID  - 10.2501/JAR-51-2-356-372
DP  - 2011 Jun 01
TA  - Journal of Advertising Research
PG  - 356--372
VI  - 51
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/51/2/356.short
4100  - http://www.journalofadvertisingresearch.com/content/51/2/356.full
SO  - J Advert Res2011 Jun 01; 51
AB  - The authors propose a pragmatic methodology to provide management with directional guidance in their marketing-resource allocation decisions. The authors report on the estimated market-response functions for products from seven different industries. In each industry, the most popular marketing vehicle receives the largest share of the marketing budget. A number of rationales may explain these allocation decisions, to which the authors add the hypothesis of conservative decision making in marketing. According to this hypothesis, the observed allocation pattern signals a significant overspending on some marketing drivers and underinvestment in alternative marketing vehicles. Marketing managers, thereby, forego the profitable growth opportunities potentially available from the reallocation of their marketing budgets.