Tipton, Martha Myslinski - 2009
AbstractEssays on Deceptive Marketing StrategiesBy Martha Myslinski TiptonThis set of studies focuses on the … antecedents and consequences ofdeceptivemarketing. The first essay explores how marketing actions candestroy value byexamining the … asignificant portion of the heterogeneity in the magnitude ofindirect costs associated withnegative marketing-related events …