Autor:	Jaime Romero, Pablo J. López-Tenorio
Rok vydání:	2020
Předmět:	Marketing Customer orientation Strategy and Management 0502 economics and business 05 social sciences Enterprise value Accountability 050211 marketing Advertising Metric (unit) Business 050203 business & management Stock price
Zdroj:	Journal of Marketing Management. 36:1505-1526
ISSN:	1472-1376 0267-257X
DOI:	10.1080/0267257x.2020.1767680
Popis:	Firm value is a powerful metric for assessing advertising managers’ performance: investors evaluate advertising decisions and incorporate their evaluations in the stock price, thus influencing the ...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::1589d0d1e57a1be77a8a33579a988a2a https://doi.org/10.1080/0267257x.2020.1767680 Zobrazit plný text záznamu Plný text ve formátu PDF