Marketing Spending and Brand Performance Volatility

Autor:	Dominique M. Hanssens, Marc Fischer, Hyun Jong Shin
Jazyk:	angličtina
Rok vydání:	2018
Předmět:	Marketing Metrics Earnings Brand Risk lcsh:Marketing. Distribution of products Cash Flow Volatility Financial health Revenue Volatility Harm Marketing Spending Revenue lcsh:HF5410-5417.5 Business Marketing Volatility (finance) Business management
Zdroj:	GfK Marketing Intelligence Review, Vol 10, Iss 1, Pp 46-51 (2018) GfK Marketing Intelligence Review, vol 10, iss 1
ISSN:	1865-5866
Popis:	If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and ensure steady cash-flow. This lessens investor confidence and, as such, can harm the financial health of a brand. So, effective marketing can have undesired financial side effects. The optimal marketing behaviors derived with and without volatility calculations will be quite different. Analytically savvy companies will be able to gain competitive advantage from this realization.
Databáze:	OpenAIRE
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