A survey on the effects of R&D, advertising spendings on businesses revenue and the competitive parity method
A survey on the effects of R&D, advertising spendings on businesses revenue and the competitive parity method
Author(s): Aytekin Firat, Sli Burak SayilanSubject(s): Business Economy / Management, Social development, Marketing / Advertising
Published by: Asociatia pentru Dezvoltare si promovare socio-economica Catalactica
Keywords: marketing communications; business spending; competitive parity method; clustering analysis; regression analysis;
Summary/Abstract: One of the main problems faced by business managers from the past to the present is how to use their resources in the most profitable way. It is the planning of what, where, how much, when, how, for whom it will be produced or presented, and their financing. The aim of this study is to examine the effects of advertising spendings on operating profit, which is the most important element of the promotion mix in the marketing function with R&D spendings using regression analysis, additionally to explain how the competitive parity method has an impact on budget planning by performing cluster analysis by sectors.
Journal: Jurnalul Practicilor Comunitare Pozitive
- Issue Year: XXIII/2023
- Issue No: 1
- Page Range: 29-35
- Page Count: 7
- Language: English