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- Title
Impact of Marketing Expenditures on Sales of Leading Multinational & Local Pharmaceutical Industries in Pakistan: A Comparative Study.
- Authors
Zawar Shah, Syed Muhammad; Ali, Tahir
- Abstract
The study compared the role of marketing expenditure on the sales performance between MNC and local pharmaceutical companies of Pakistan. Quantitative and qualitative mixed method approach has been selected as the research design. Secondary data from annual reports has been gathered, whereas, primary data is taken using survey method. Five-point Likert scale questionnaire has been used in the study, whereas, the qualitative interview from top management personnel of the pharmaceutical firms have been conducted. The results and interview answers have proven that marketing expenditure has a significant and positive effect on the sales performance between MNC and local pharmaceutical companies of Pakistan.
- Subjects
PAKISTAN; MARKETING costs; SALES prospecting; COMPARATIVE studies; PHARMACEUTICAL industry; LIKERT scale
- Publication
Journal of Marketing & Management, 2023, Vol 14, Issue 1, p18
- ISSN
2153-9715
- Publication type
Article