An International Comparison of the Determinants of Industrial Marketing Expenditures

Abstract

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.