Financial market implications of marketing actions and the disclosure of marketing information

• 主要作者: MOON, Sungkyun
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2020
• 主題: disclosure; marketing metrics; marketing-finance interface; Finance and Financial Management; Marketing
• 在線閱讀: https://ink.library.smu.edu.sg/etd_coll/285; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1288&context=etd_coll

This dissertation contributes to marketing literature by examining the effects of marketing actions and the disclosure of marketing information through the financial market perspective that has high managerial relevance and policy implications. Specifically, the first essay provides the first empiri...