Why do firms invest in consumer advertising with limited sales response? A shareholder perspective

Journal of Marketing

Volumn 75, Issue 1, 2011, Pages 109-124

  Osinga, Ernst C ^a   Leeflang, Peter S H ^b   Srinivasan, Shuba ^c   Wieringa, Jaap E ^b  

^a TILBURG UNIVERSITY   (Netherlands)

^b UNIVERSITY OF GRONINGEN   (Netherlands)

^c University of Groningen ^*

Author keywords

Advertising; Kalman filtering; Pharmaceutical marketing; Stock price returns; Stock price volatility; Time varying parameters

Indexed keywords

EID: 79952318922     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.75.1.109     Document Type: Article

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