Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Response, Research Criteria, and Guidelines
反驳了Ailawadi等人声称其分析推翻Balasubramanian和Kumar模型的观点，指出其错误原因，并提出了有助于未来研究的关键标准和指南。
Ailawadi, Farris, and Parry (1997) claim that their analyses have invalidated the Balasubramanian and Kumar (1990) model. The authors show reasons why their claim is incorrect and highlight key criteria and guidelines that can help further research.