Product innovations, advertising, and stock returns

Journal of Marketing

Volumn 73, Issue 1, 2009, Pages 24-43

  Srinivasan, Shuba ^a   Pauwels, Koen ^b,c   Silva Risso, Jorge ^d   Hanssens, Dominique M ^e  

^a BOSTON UNIVERSITY   (United States)

^b OZYEGIN UNIVERSITY   (Turkey)

^c DARTMOUTH COLLEGE   (United States)

^d UNIVERSITY OF CALIFORNIA   (United States)

^e UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Advertising; Financial performance; Marketing and firm value; Marketing investments; Product innovations; Stock return response models; Stock returns

Indexed keywords

EID: 62149095346     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.73.1.24     Document Type: Article

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