ZURECK, Alexander. Ereignis-Forschung zur Bestimmung des ökonomischen Marketingerfolgs. In Using the event study approach to determine the marketing success. 2013.
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Basic information
Original name Ereignis-Forschung zur Bestimmung des ökonomischen Marketingerfolgs
Authors ZURECK, Alexander.
Edition Using the event study approach to determine the marketing success, 2013.
Other information
Original language German
Type of outcome Presentations at conferences
Field of Study 50600 5.6 Political science
Country of publisher Germany
Confidentiality degree is not subject to a state or trade secret
Organization unit Faculty of Economics and Administration
Keywords in English Marketing; Event Study; Success
Tags International impact
Changed by Changed by: Alexander Zureck, Ph.D., MBA, učo 429322. Changed: 24/10/2014 14:42.
Abstract
Der ökonomische Erfolg einer Marketingmaßnahme ist kaum bestimmbar. Die Ereignisstudie lässt Rückschlüsse auf das Investorenverhalten in Folge einer Maßnahme zu.
Abstract (in English)
The economic success of a marketing instrument is difficult to measure. The event study approach is an indicator for the investor reactions due to a marketing instrument.
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