Marketing Outcomes and Shareholder Value: A Review and Research Agenda

International Journal of Market Research, Volume 67, Issue 4, Page 467-492, July 2025.
One of the most fundamental management questions is how market-based assets affect shareholder value. To provide an answer, we review the extensive literature on marketing outcomes and shareholder value using the Theory, Context, Characteristics, and …

​International Journal of Market Research, Volume 67, Issue 4, Page 467-492, July 2025. <br/>One of the most fundamental management questions is how market-based assets affect shareholder value. To provide an answer, we review the extensive literature on marketing outcomes and shareholder value using the Theory, Context, Characteristics, and … Read More

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