| Autor: |
Fischer Marc, Shin Hyun, Hanssens Dominique M. |
| Jazyk: |
angličtina |
| Rok vydání: |
2018 |
| Předmět: |
|
| 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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