Should firms spend more on research and development and advertising during recessions?

Journal of Marketing

Volumn 75, Issue 3, 2011, Pages 49-65

  Srinivasan, Raji ^a   Lilien, Gary L ^b   Sridhar, Shrihari ^c  

^a UNIVERSITY OF TEXAS AT AUSTIN   (United States)

^b PENNSYLVANIA STATE UNIVERSITY   (United States)

^c MICHIGAN STATE UNIVERSITY   (United States)

Author keywords

Advertising; Marketing metrics; Profits; Recession; Research and development; Stock returns

Indexed keywords

EID: 79954494445     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.75.3.49     Document Type: Article

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