CORDIS Project
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This research aims to address the issue of excessive marketing spending in firms by analyzing how marketing budgets are determined. The goal is to provide actionable insights to help firms align their marketing expenditures with regulatory expectations while maximizing profit.
With increased competition intensity in almost all industries, nowadays no one could deny the importance of marketing function to a firm in driving sales.
However, overspending in marketing has been an immanent problem that prevails in firms across various industries.
Overspending in marketing not only erodes firms’ profit, but is also harmful to social welfare.
Unlike price reduction related promotion (bundling, coupon, etc.) that benefits consumer eventually, overspending in marketing mainly c…
ERASMUS UNIVERSITEIT ROTTERDAM
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