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The strategic value of high-cost customers

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Competitive strategies for brick-and-mortar stores to counter "showrooming"

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Theory and application of defensive strategy

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The long-term impact of new-product introductions and promotions on financial performance and firm value

Pauwels, Koen; Silva-Risso, Jorge M.; Srinivasan, Shuba; … - 2003 - Rev.

Year after year, managers strive to improve financial performance and firm value by marketing actions such as new product introductions and promotional incentives. The current study investigates the short-term and long-term impact of such marketing actions on financial metrics, including...

Persistent link: https://www.econbiz.de/10003755045

Marketing and firm value : metrics, methods, findings, and future directions

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Marketing strategy and Wall Street : nailing down marketing's impact

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Marketing when customer equity matters

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Time-series models of pricing the impact of marketing on firm value

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Short-term and long-term effects of marketing strategy

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