One of the most fundamental management questions is how market-based assets affect
shareholder value. To provide an answer, we review the extensive literature on marketing …

Purpose Regulatory initiatives and related technological shifts have been imposing
restrictions on data-driven marketing (DDM) practices. This paper aims to find the main …

B2B firms spend considerable sums of money on promotional activities to promote their
products and to build brand equity. An increasing proportion of this spending is being …

Given increasing pressure from shareholders to demonstrate how productively marketing
resources and expenditures are being managed, several theoretical and empirical studies …

Objective: drawing on voluntary disclosure theory, the paper's main goal was to analyze the
main effect of marketing intensity and the moderating role of life cycle on disclosure of …

According to the efficient market hypothesis, a company's advertising expenditures are fully
reflected in its stock price. If so, then future abnormal stock returns should not be correlated …

Corporate culture and stock returns: evidence from Indian companies | Emerald Insight Books
and journals Case studies Expert Briefings Open Access Publish with us Advanced search …

Objective: drawing on voluntary disclosure theory, the paper's main goal was to analyze the
main effect of marketing intensity and the moderating role of life cycle on disclosure of …

Promotional tools such as cross‐market discounts have been increasingly used as a means
to increase customer satisfaction and sales. This paper aims to assess whether the …

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 …