Examining outcomes of marketing actions from customer, investor, and operational perspectives

Examining outcomes of marketing actions from customer, investor, and operational perspectives

This dissertation examines the impact of three distinct marketing actions from three different perspectives, i.e., customer, investor, and operational. Specifically, the first essay examines investors’ evaluation of firms’ price-increase preannouncements, thereby responding to recent calls for explo...

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Bibliographic Details
Main Author: LIM, Leon Gim
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2018
Subjects:
Price-increase preannouncement
Event study
Customer satisfaction
Cost of selling
Mergers and acquisitions
Stakeholder-specific approach
Marketing
Online Access:https://ink.library.smu.edu.sg/etd_coll/171
https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1171&context=etd_coll
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/etd_coll/171
https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1171&context=etd_coll

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