Brand Performance Volatility from Marketing Spending.
Marc FischerHyun S. ShinDominique M. HanssensPublished in: Manag. Sci. (2016)
Keyphrases
- stock market
- social media
- stock trading
- customer relationship management
- brand image
- exchange rate
- long term
- data mining
- decision making
- stock price
- direct marketing
- potential customers
- telecommunications industry
- short term
- electronic commerce
- neural network
- financial crisis
- garch model
- turning points
- purchase behavior
- stock index futures