The Power of Inertia
研究提出一种实用方法，为管理者在营销资源分配决策中提供方向性指导。基于七个行业产品的市场响应函数估计，发现最受欢迎的营销工具获得最大预算份额，并假设保守决策导致过度支出和投资不足，错失预算重新分配带来的增长机会。
<h3>ABSTRACT</h3> The authors propose a pragmatic methodology to provide management with directional guidance in their marketing-resource allocation decisions. The authors report on the estimated market-response functions for products from seven different industries. In each industry, the most popular marketing vehicle receives the largest share of the marketing budget. A number of rationales may explain these allocation decisions, to which the authors add the hypothesis of conservative decision making in marketing. According to this hypothesis, the observed allocation pattern signals a significant overspending on some marketing drivers and underinvestment in alternative marketing vehicles. Marketing managers, thereby, forego the profitable growth opportunities potentially available from the reallocation of their marketing budgets.