THE INTERPLAY BETWEEN SALES AND MARKETING EXPENDITURES: AN ECONOMETRIC APPROACH IN THE B2B MARKET

Abstract

Purpose – Managers engage in marketing efforts to boost sales and in setting marketing budgets based on current or historical sales. Past studies have overlooked the reciprocal relationship between marketing spending and sales. This study aims to examine the nature of the relationship between sales and marketing expenses in the B2B market. Design/methodology/approach – Five hypotheses on the relationship between sales and marketing expenditures were framed. A total of 30 of India’s dyeing firms provided data on revenues, sales (in units) and marketing expenditures over time. The structural vector auto-regressive model and the vector error correction model were fitted to the data. Findings – The results show that marketing expenses and sales are related bidirectionally in a sequential way. Furthermore, sales drive the longterm equilibrium relationship to a greater extent than marketing expenditures. Practical implications – The findings of this study should assist managers in predicting sales and marketing budgets simultaneously and devising precise marketing strategies and tactics. Originality/value – Using econometric models in data-driven research is not a frequent practice in marketing. This study adds value to the body of marketing literature by advancing the theory of the relationship between sales and marketing spending using real-world data and econometric models in the B2B sector.