An International Comparison of the Determinants of Industrial Marketing Expenditures
比较了55家欧洲公司80个产品与美国29家公司131个产品的数据，发现美国和欧洲在战略变量与广告及营销支出水平之间的总体关系没有差异，个别战略变量的重要性差异较小。
This paper presents an international study of industrial marketing communications spending. The study compares the results of data collected from 55 European companies on 80 products with a sample of 131 products from 29 companies representing the ADVISOR study sample in the United States. The results show that the overall relationship between the strategic variables and advertising and marketing spending levels is not different between the U.S. and Europe. Although some differences exist in the importance of individual strategic variables between the two regions, those differences are generally small.