Do initial stock price reactions provide a good measurement stick for marketing strategies?: The case of new product introductions in the US

Author： Markovitch Dmitri G.   Steckel Joel H.  

Publisher： Emerald Group Publishing Ltd

ISSN： 0309-0566

Source： European Journal of Marketing, Vol.46, Iss.3-4, 2012-03, pp. : 406-421

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

Explaining Competitors' Reactions to New Product Introductions: The Roles of Event Characteristics, Managerial Interpretation, and Competitive Context

By Waarts E.  

Marketing Letters, Vol. 11, Iss. 1, 2000-02 ,pp. : 67-79

Springer Publishing Company

Access to resources Recommend Favorite

Are there threshold effects in the stock price-dividend relation? The case of the US stock market, 1871-2004

By Esteve Vicente   Prats Maria  

Applied Financial Economics, Vol. 18, Iss. 19, 2008-10 ,pp. : 1533-1537

Routledge Ltd

Access to resources Recommend Favorite

Product Evaluation in a Social Marketing and Community Development Context: A Case Study and Initial Report

By Hill Anne   Hill Railton   Moore Susan  

Social Marketing Quarterly, Vol. 15, Iss. 2, 2009-06 ,pp. : 92-104

Routledge Ltd

Access to resources Recommend Favorite

Marketing services: the case of a missing product

By Grönroos Christian  

The Journal of Business and Industrial Marketing, Vol. 13, Iss. 4-5, 1998-04 ,pp. : 322-338

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

How WOM marketing contributes to new product adoption: Testing competitive communication strategies

By López Manuela   Sicilia María  

European Journal of Marketing, Vol. 47, Iss. 7, 2013-07 ,pp. : 1089-1114

Emerald Group Publishing Ltd

Access to resources Recommend Favorite