Articles

Asymmetric Roles of Advertising and Marketing Capability in Financial Returns to News: Turning Bad into Good and Good into Great

S. BHARADWAJ, G. XIONG

Journal of Marketing Research

décembre 2013, vol. 50, n°6, pp.706-724

Mots clés : Advertising, Marketing capability, Abnormal stock returns, Cash flows, Investor attention, News

http://ssrn.com/abstract=2385005



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