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Isolating the value-relevant part of advertising spending

Guenther, Peter; Guenther, Miriam - In: European Journal of Marketing 52 (2018) 7/8, pp. 1625-1650

Purpose: This paper aims to examine how much importance the financial market attaches to advertising spending’s short-term productivity vis-à-vis its investment component and the impact of important contextual factors (investor mix and analyst coverage) on this trade-off....

Persistent link: https://www.econbiz.de/10012067809

The value of branding for B2B service firms : the shareholders' perspective

Guenther, Miriam; Guenther, Peter - In: Industrial marketing management : the international … 78 (2019), pp. 88-101

Persistent link: https://www.econbiz.de/10012026158

Improving PLS-SEM use for business marketing research

Guenther, Peter; Guenther, Miriam; Ringle, Christian M.; … - In: Industrial marketing management : the international … 111 (2023), pp. 127-142

Persistent link: https://www.econbiz.de/10014369277

Is advertising an underappreciated driver of sales growth in B2B markets? : theoretical perspectives and empirical evidence

Guenther, Miriam; Guenther, Peter - In: Industrial marketing management : the international … 87 (2020), pp. 76-89

Persistent link: https://www.econbiz.de/10012285136

Can B2B firms benefit from competitors' advertising? : a dynamic business environment perspective on an emerging communication form

Guenther, Peter; Guenther, Miriam - In: Industrial marketing management : the international … 102 (2022), pp. 252-265

Persistent link: https://www.econbiz.de/10013259070