Do initial stock price reactions provide a good measurement stick for marketing strategies? : the case of new product introductions in the US
Dmitri G. Markovitch; Joel H. Steckel
| Year of publication: |
2012
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|---|---|
| Authors: | Markovitch, Dmitri G. ; Steckel, Joel H. |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 46.2012, 3/4, p. 406-421
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| Subject: | Marketingmanagement | Marketing management | Produktentwicklung | New product development | Performance-Messung | Performance measurement | Börsenkurs | Share price | USA | United States |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009535674