Brand Performance Volatility from Marketing Spending
نویسندگان
چکیده
منابع مشابه
Brand Performance Volatility from Marketing Spending
While volatile marketing spending, as opposed to even-level spending, may improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness to own marke...
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While volatile marketing spending, as opposed to even-level spending, may improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness of own marke...
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ژورنال
عنوان ژورنال: Management Science
سال: 2015
ISSN: 0025-1909,1526-5501
DOI: 10.1287/mnsc.2014.2102