Quote:
Originally Posted by murg
The marketing spend percentages should be based on revenue from each category, not sales quantities. Taking it even further, the marketing spend should be based on the profit levels of each category.
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The post was largely tongue-in-cheek. I do think that what you said makes more sense. Who knows what the book publishers and/or retailers really do, though.
There's an adage that seems to work most of the time when you want to know
why a company, a person, the government,
et al. does something, though: "follow the money."
I'm sure that the raw information necessary to calculate the the amount of promotion compared to profit margin, etc. is available somewhere--probably in something like a trade journal. I, for one, would be interested in knowing it. If I ever run across that information, I'll post it--maybe someone else would be interested in knowing it.