Stock market reaction to unexpected growth in marketing expenditure: Negative for sales force, contingent on spending level for advertising

Journal of Marketing

Volumn 75, Issue 4, 2011, Pages 68-85

  Kim, MinChung ^a   McAlister, Leigh M ^b  

^a HONG KONG POLYTECHNIC UNIVERSITY   (Hong Kong)

^b UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

Advertising; Analysts' forecasts; Cumulative abnormal stock returns; Firm value; Fundamental signals; Sales force

Indexed keywords

EID: 79959362809     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.75.4.68     Document Type: Article

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