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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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2018
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| Subjects: | |
| 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 |