Capital market returns to new product development success : informational effects on product market advertising
Year of publication: |
2019
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Authors: | Park, Kyung M. ; Chintagunta, Pradeep K. ; Suk, Inho |
Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 56.2019, 1, p. 37-56
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Subject: | unpredicted abnormal event returns | unpredicted consumer demand | advertising budget | advertising effectiveness | persistence modeling | Werbung | Advertising | Kapitaleinkommen | Capital income | Produktentwicklung | New product development | Werbewirkung | Advertising effects |
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