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The direct and indirect effects of advertising spending on firm value
Joshi, Amit; Hanssens, Dominique M. - In: Journal of marketing 74 (2010) 1, pp. 20-33
Persistent link: https://www.econbiz.de/10003940505
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Should firms spend more on research and development and advertising during recessions?
Srinivasan, Raji; Lilien, Gary L.; Sridhar, Shrihari - In: Journal of marketing 75 (2011) 3, pp. 49-65
Persistent link: https://www.econbiz.de/10009160719
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Stock market reaction to unexpected growth in marketing expenditure : negative for sales force, contingent on spending level for advertising
Kim, Min Chung; McAlister, Leigh - In: Journal of marketing 75 (2011) 4, pp. 68-85
Persistent link: https://www.econbiz.de/10009270908