Myopic marketing management: Evidence of the phenomenon and its long-term performance consequences in the SEO context

Marketing Science

Volumn 26, Issue 3, 2007, Pages 361-379

  Mizik, Natalie ^a   Jacobson, Robert ^b  

^a Och Spine at New York Presbyterian Hospitals   (United States)

^b UNIVERSITY OF WASHINGTON   (United States)

Author keywords

Abnormal stock returns; Long term financial performance; Marketing resource allocation; Marketing strategy; Myopic marketing management; Signal jamming

Indexed keywords

EID: 38549176221     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1060.0261     Document Type: Article

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