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

• المؤلف الرئيسي: MOON, Sungkyun
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2020
• الموضوعات: disclosure; marketing metrics; marketing-finance interface; Finance and Financial Management; Marketing
• الوصول للمادة أونلاين: 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...