The Linkage Between Marketing Intensity and Firm Performance: A Quantile Regression Approach (Record no. 134284)

MARC details
000 -LEADER
fixed length control field 02729nam a2200205Ia 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 241008s9999||||xx |||||||||||||| ||und||
022 ## - INTERNATIONAL STANDARD SERIAL NUMBER
International Standard Serial Number 09738703
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Soni, Tarun Kumar
9 (RLIN) 122463
245 #4 - TITLE STATEMENT
Title The Linkage Between Marketing Intensity and Firm Performance: A Quantile Regression Approach
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Name of publisher, distributor, etc. Indian Journal of Marketing
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Date of publication, distribution, etc. 2024
300 ## - PHYSICAL DESCRIPTION
Extent 46-59
520 ## - SUMMARY, ETC.
Abstract Purpose : This study comprehensively analyzed how marketing intensity affected a firm’s performance across various quantiles of profit distributions for Indian manufacturing firms. Methodology : This study employed a panel quantile regression approach and used a comprehensive dataset comprising financial and marketing performance metrics from a diverse sample of Indian manufacturing sector firms over the past 12 years. This study used several proxies for marketing intensity: the actual expenditure on advertising, promotion, distribution, and pricing. It also controlled for several firm-level controls, including past profitability, leverage, foreign market knowledge, liquidity, and risk. Findings : The performance of domestic manufacturing enterprises was favorably connected with marketing intensity, as demonstrated by the data. The findings additionally indicated that, after sales promotion expenses, distribution expenditures have the largest positive influence on business success. Furthermore, when analyzing the correlation between company profitability and the various proxies of marketing intensity, we found larger differences in performance across the lower, medium, and higher quantiles. Practical Implications : The results of this study provided insights into how the relationship between marketing intensity and firm performance changes across different quantiles and whether the results were significantly different for the four parameters of marketing intensity. The results confirmed that the distribution intensity coefficient was larger than the promotion and advertisement intensity coefficients, suggesting that the distribution investment was more impactful than the other two marketing intensity measures. Originality/Value : This information could aid manufacturing firms in planning their marketing resources and strategies to increase profitability. It could also help decision-makers allocate firm resources more efficiently across different measures of marketing intensity.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Firm performance
9 (RLIN) 122464
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Manufacturing sectorQuantile regression
9 (RLIN) 122465
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Marketing intensity
9 (RLIN) 122466
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Jamwal, Divya Singh
9 (RLIN) 122467
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Sirohi, Rajeev
9 (RLIN) 122468
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="https://indianjournalofmarketing.com/index.php/ijom/article/view/173713">https://indianjournalofmarketing.com/index.php/ijom/article/view/173713</a>
999 ## - SYSTEM CONTROL NUMBERS (KOHA)
Koha biblionumber 134284
Holdings
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        Dr VKRV Rao Library Dr VKRV Rao Library 08/10/2024 Vol. 54, No. 4   AI568 08/10/2024 08/10/2024 Article Index