How do marketing decisions impact market share and firm value?

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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...

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Bibliographic Details
Main Author:	Sharma, Piyush
Format:	Conference Paper
Published:	2019
Online Access:	http://hdl.handle.net/20.500.11937/77453

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