Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 2 of 2 for “"Marketing spending"”.
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The Interpretation of Marketing Actions and Communications by the Financial Markets
… Harvey, and Rajgopal, 2005). Research in marketing has empirically confirmed this myopia at both aggregate (Mizik and Jacobson, 2007; Mizik, 2010) and individual firm levels (Chapman, 2011). That is, marketing managers consider not only actions that impact real earnings, but also how their …
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Uncovering key actors in the marketing-firm value link
… on key actors who affect the link between marketing and firm value. The first essay examines financial analysts who provide earnings estimates about firms, thereby connecting firm and the stock market. The author uncovers whether and how financial analysts link market-based assets (e.g., …