• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文会议>AMA Summer Educators Conference >EXAMINATION OF THE LINK BETWEEN NEW PRODUCT PREANNOUNCEMENTS AND FIRM VALUE: THE CASE OF THE U.S. AUTOMOTIVE INDUSTRY
【24h】

EXAMINATION OF THE LINK BETWEEN NEW PRODUCT PREANNOUNCEMENTS AND FIRM VALUE: THE CASE OF THE U.S. AUTOMOTIVE INDUSTRY

机译：审查新产品预处理与公司价值之间的联系：美国汽车工业的案例

获取原文
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Over the last decade, there has been a spurt on the discussion about the value of, and return on, marketing investments. Stringent economic conditions have rendered companies even more concerned about marketing investmentreturns. Calls by executives about theirneedto measure the return on marketing investment (ROMI) coupled with efforts to advance marketing as a more prominent function in firms have triggered a strong scholarly interest on the link between marketing actions and firm performance, with particular emphasis on financial metrics. The magnitude of this interest is such that assessment of marketing returns and financial metrics have been among the top research priorities of the Marketing Science Institute in 2002,2004,2006, and 2008; and Journal of Business Research, Journal of the Academy of Marketing Science, and Journal of Marketing have devoted special issues to the measurement of the ROMI in 2000, 2005, and 2009, respectively.
机译：在过去十年中，有关于讨论关于价值，营销投资的讨论。严格的经济状况使公司更加关心营销投资者。关于他们的高管致电衡量营销投资回报（ROMI）加上推进营销的努力，因为公司更加突出的功能引发了对营销行动和公司绩效之间联系的强烈学术兴趣，特别强调金融指标。这种兴趣的程度使得营销回报和金融指标的评估一直是2002,2004,2006和2008年营销科学研究所的最高研究优先事项之一。 “营销科学院学报”和“营销学报”和“营销学报”和“营销学报”和2000年，2000年，2005年和2009年的汇编致力于筹集特别问题。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号