How do marketing decisions impact market share and firm value?
This paper combines the ‘chain-of-effects’ framework for marketing productivity with agency theory to explore the underlying mechanism that drives the effects of marketing decisions (measured by marketing expenses and relative compensation for executive directors with marketing experience) on firm v...
| Main Author: | |
|---|---|
| Format: | Conference Paper |
| Published: |
2019
|
| Online Access: | http://hdl.handle.net/20.500.11937/77453 |