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Marketing Spending and Brand Performance Volatility Cover

Marketing Spending and Brand Performance Volatility

NIM Marketing Intelligence Review
Volume 10 (2018): Issue 1 (May 2018)
By: Marc Fischer,  Hyun Shin and  Dominique M. Hanssens  
Open Access
|Apr 2018

Authors

Marc Fischer

marc.fischer@wiso.uni-koeln.de

University of Cologne, Germany and University of Technology, Sydney, Australia

Hyun Shin

hyunshin70@hanyang.ac.kr

Hanyang University, Seoul

Dominique M. Hanssens

dominique.hanssens@anderson.ucla.edu

University of California, Los Angeles
DOI: https://doi.org/10.2478/gfkmir-2018-0008 | Journal eISSN: 2628-166X
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Language: English
Page range: 46 - 51
Published on: Apr 20, 2018
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Marketing Spending,
Revenue Volatility,
Cash Flow Volatility,
Marketing Metrics,
Brand Risk
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2018 Marc Fischer, Hyun Shin, Dominique M. Hanssens, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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