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dc.contributor.authorLuo, X.
dc.contributor.authorPauwels, Koen Hendrik
dc.contributor.authorHanssens, D. M.
dc.descriptionDue to copyright restrictions, the access to the full text of this article is only available via subscription.
dc.description.abstractMarketers continuously engage in actions such as product launches and advertising that are aimed at generating profitable customer response and increasing key marketing assets such as customer satisfaction and brand equity. To the extent that these efforts are successful, they should enhance the financial outlook of the firm, which is of primordial interest to the investment community. However, the interpretation of the impact of these actions is not straightforward, because the effects tend to play out over time. As a result, it is quite possible that mispricing occurs, i.e. the investment community either overestimates or underestimates the future financial impact of a marketing action or marketing metric. The purpose of this chapter is to review timeseries methods as the primary research tool for evaluating the pricing of marketing actions and marketing assets. The main message here is: what is mispricing, what are various forms (especially the difference between contemporaneous and lags), how can we detect, what does it mean for investors/managers, and what do researchers do with the mispricing information? We discuss, in turn, methods for assessing the return (level) and the risk (volatility) of marketing for the investor, and we provide illustrative findings of each.
dc.publisherEdward Edgar Publishing
dc.relation.ispartofHandbook of Marketing and Finance
dc.titleTime-series models of pricing the impact of marketing on firm valueen_US
dc.typeBook chapteren_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.subject.keywordsBusiness and management
dc.subject.keywordsEconomics and finance
dc.subject.keywordsFinancial economics and regulation

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