Fine, Monica B.; Gleason, Kimberly; Mullen, Michael - In: Marketing Intelligence & Planning 35 (2017) 4, pp. 560-576
Purpose Increasingly, marketing managers are asked to consider the financial implications, in terms of both book and … spending. Further, pre-IPO marketing spending does not incrementally reduce underpricing or improve long-run performance when …-IPO marketing spending and IPO underpricing, few studies explore the impact of marketing spending on stock price performance beyond …