How marketing impacts firm value is an important question facing for-profit businesses. In an ambitious paper Conchar, Crask and Zinkhan (2005) examined this. they did a meta-analysis: combining many results into one. Meta-Analysis Seem Like Hard Work The hard work involved in this paper is impressive. The authors looked at 88 studies of advertising and…
Category: Dependent Variable
Measuring The Impact Of Marketing On Wall Street
Bernd Skiera, and a couple of colleagues, have a paper that considers a relatively recent wave of research in marketing academia. They tackle event studies. These look at the impact of specified “events” on the value of a firm. Measuring the impact of marketing on Wall Street. Marketing Events Clearly marketers tend to concentrate on marketing events….
