Do initial stock price reactions provide a good measurement stick for marketing strategies? : the case of new product introductions in the US
Year of publication: |
2012
|
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Authors: | Markovitch, Dmitri G. ; Steckel, Joel H. |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 46.2012, 3/4, p. 406-421
|
Subject: | Marketingmanagement | Marketing management | Produktentwicklung | New product development | Performance-Messung | Performance measurement | Börsenkurs | Share price | USA | United States |
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