• Corpus ID: 16626487

Advertising Spending and Market Capitalization

  title={Advertising Spending and Market Capitalization},
  author={Amit M. Joshi and Dominique M. Hanssens},
Marketing decision makers are increasingly aware of the importance of shareholder value maximization, which calls for an evaluation of the long-run effects of their actions on product-market response as well as investor response. However, the marketing literature to date has focused on the sales or profit response of marketing actions such as advertising spending and new-product development, and the goals of marketing have traditionally been formulated from a customer perspective. There have… 

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