Brand performance volatility from marketing spending
Marc Fischer (University of Cologne, Cologne, Germany; and UTS Business School, University of Technology Sydney, Ultimo, New South Wales, Australia), Hyun S. Shin (Graduate School of International Studies, Ewha Womans University, Seoul, South Korea), Dominique M. Hanssens (UCLA Anderson School of Management, University of California, Los Angeles, Los Angeles, California)
| Year of publication: |
January 2016
|
|---|---|
| Authors: | Fischer, Marc ; Shin, Hyun ; Hanssens, Dominique M. |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 62.2016, 1, p. 197-215
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| Subject: | revenue/cash-flow volatility | marketing volatility | econometric models | marketing metrics | Marketing | Volatilität | Volatility | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mnsc.2014.2102 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011432951