Browsing by Author "M. Hanssens, D."
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Product innovations, advertising, and stock returns
Srinivasan, S.; Pauwels, Koen Hendrik; Silva-Risso, J.; M. Hanssens, D. (American Marketing Association, 2009-01)Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation ...
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