Management. The authors gratefully acknowledge the financial support of the Marketing Science Institute. The first author also thanks all the members of his doctoral committee at UCLA for helpful comments
DOMINIQUE M. HANSSENS What has academic research revealed about the quantifiable impact of advertisi...
Because firms do not publicly report marketing expenditures, most studies of the link between firm v...
This study aims to verify the contribution of advertising expendituresto firm value. To reach this g...
Marketing decision makers are increasingly aware of the importance of shareholder value maximization...
Both managers and investors are increasingly concerned with the impact of advertising spending on sh...
Both managers and investors are increasingly concerned with the impact of advertising spending on sh...
The paper investigates one important aspect of long-term investor response to marketing actions, nam...
A narrative review is presented, within the organizing framework of a meta-analysis, of econometric ...
Advertising plays an increasingly important role in the management of firms. It is essential for a m...
Every year companies spend billions of dollars on advertising in an effort to induce consumers to pu...
Marketing executives are being urged to speak in the language of finance to gain internal support fo...
Marketing executives are being urged to speak in the language of finance to gain internal support fo...
A strategic issue facing marketing managers is ‘how much and when’ to spend on advertising. We argue...
Firm spending on innovation and marketing, as measured by research and development (R&D) and adv...
In this dissertation, I examine the effects of both traditional and digital advertising expenses on ...
DOMINIQUE M. HANSSENS What has academic research revealed about the quantifiable impact of advertisi...
Because firms do not publicly report marketing expenditures, most studies of the link between firm v...
This study aims to verify the contribution of advertising expendituresto firm value. To reach this g...
Marketing decision makers are increasingly aware of the importance of shareholder value maximization...
Both managers and investors are increasingly concerned with the impact of advertising spending on sh...
Both managers and investors are increasingly concerned with the impact of advertising spending on sh...
The paper investigates one important aspect of long-term investor response to marketing actions, nam...
A narrative review is presented, within the organizing framework of a meta-analysis, of econometric ...
Advertising plays an increasingly important role in the management of firms. It is essential for a m...
Every year companies spend billions of dollars on advertising in an effort to induce consumers to pu...
Marketing executives are being urged to speak in the language of finance to gain internal support fo...
Marketing executives are being urged to speak in the language of finance to gain internal support fo...
A strategic issue facing marketing managers is ‘how much and when’ to spend on advertising. We argue...
Firm spending on innovation and marketing, as measured by research and development (R&D) and adv...
In this dissertation, I examine the effects of both traditional and digital advertising expenses on ...
DOMINIQUE M. HANSSENS What has academic research revealed about the quantifiable impact of advertisi...
Because firms do not publicly report marketing expenditures, most studies of the link between firm v...
This study aims to verify the contribution of advertising expendituresto firm value. To reach this g...
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