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Srinivasan, Shuba; Pauwels, Koen; Silva-Risso, Jorge M.; … - In: Journal of marketing 73 (2009) 1, pp. 24-43

Persistent link: https://www.econbiz.de/10003815498

Creating lift versus building the base : current trends in marketing dynamics

Leeflang, Peter; Bijmolt, Tammo H. A.; Doorn, Jenny van; … - In: International journal of research in marketing : IJRM ; … 26 (2009) 1, pp. 13-20

Persistent link: https://www.econbiz.de/10003822803

The long-term impact of new-product introductions and promotions on financial performance and firm value

Pauwels, Koen; Silva-Risso, Jorge M.; Srinivasan, Shuba; … - 2003 - Rev.

Year after year, managers strive to improve financial performance and firm value by marketing actions such as new product introductions and promotional incentives. The current study investigates the short-term and long-term impact of such marketing actions on financial metrics, including...

Persistent link: https://www.econbiz.de/10003755045

Linking marketing actions to value creation and firm value : insights from accounting research ; comment

Kimbrough, Michael D.; McAlister, Leigh - In: Journal of marketing research : JMR 46 (2009) 3, pp. 313-319

Persistent link: https://www.econbiz.de/10003867368

Financial markets research in marketing : comment

Mizik, Natalie; Jacobson, Robert - In: Journal of marketing research : JMR 46 (2009) 3, pp. 320-324

Persistent link: https://www.econbiz.de/10003867749

Marketing issues in corporate finance : comment

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Persistent link: https://www.econbiz.de/10003867752

Marketing and firm value : metrics, methods, findings, and future directions

Srinivasan, Shuba; Hanssens, Dominique M. - In: Journal of marketing research : JMR 46 (2009) 3, pp. 293-312

Persistent link: https://www.econbiz.de/10003860516

The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity : report No. 06-119

Villanueva, Julian; Yoo, Shijin; Hanssens, Dominique M. - In: MSI reports : working paper series (2006) 3, pp. 93-108

Persistent link: https://www.econbiz.de/10003393791

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

Marketing when customer equity matters

Hanssens, Dominique M.; Thorpe, Daniel; Finkbeiner, Carl - In: Harvard business review : HBR 86 (2008) 5, pp. 117-123

Persistent link: https://www.econbiz.de/10003692142