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

• 主要作者: LIM, Leon Gim
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2018
• 主題: Price-increase preannouncement; Event study; Customer satisfaction; Cost of selling; Mergers and acquisitions; Stakeholder-specific approach; Marketing
• 在線閱讀: https://ink.library.smu.edu.sg/etd_coll/171; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1171&context=etd_coll

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...