Autor: |
Fischer Marc, Shin Hyun, Hanssens Dominique M. |
Jazyk: |
angličtina |
Rok vydání: |
2018 |
Předmět: |
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Zdroj: |
GfK Marketing Intelligence Review, Vol 10, Iss 1, Pp 46-51 (2018) |
Druh dokumentu: |
article |
ISSN: |
1865-5866 |
DOI: |
10.2478/gfkmir-2018-0008 |
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. |
Databáze: |
Directory of Open Access Journals |
Externí odkaz: |
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