Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability
研究了不同资源分配规则如何影响营销投资水平决策及企业盈利能力，基于模型分析揭示了规则选择对利润的关键作用。
Murali K. Mantrala, Prabhakant Sinha, Andris A. Zoltners, Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability, Journal of Marketing Research, Vol. 29, No. 2 (May, 1992), pp. 162-175