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Essays on Causal Analysis of Strategic Marketing Decisions
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| 자료유형 | 학위논문 |
|---|---|
| 서명/저자사항 | Essays on Causal Analysis of Strategic Marketing Decisions. |
| 개인저자 | Shi, Huanhuan. |
| 단체저자명 | The Pennsylvania State University. Business Administration. |
| 발행사항 | [S.l.]: The Pennsylvania State University., 2016. |
| 발행사항 | Ann Arbor: ProQuest Dissertations & Theses, 2016. |
| 형태사항 | 116 p. |
| 기본자료 저록 | Dissertation Abstracts International 79-12A(E). Dissertation Abstract International |
| ISBN | 9780438135796 |
| 학위논문주기 | Thesis (Ph.D.)--The Pennsylvania State University, 2016. |
| 일반주기 |
Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.
|
| 요약 | In this dissertation, I seek to contribute to marketing literature by revealing new insights in two substantive domains, advertising spending disclosure and customer assignment strategies. This dissertation consists of a brief introduction and t |
| 요약 | In the first essay, I investigate whether a firm's advertising spending disclosure decision depends on the disclosure decisions of competing peer firms. I exploit a 1994 reporting rule that made advertising spending disclosures voluntary in the |
| 일반주제명 | Marketing. |
| 언어 | 영어 |
| 바로가기 | 
: 이 자료의 원문은 한국교육학술정보원에서 제공합니다. |
