Institut für Innovation Management

Breadcrumb Navigation


Text Analysis as a Tool for Assessing Marketing Strategy Performance

Authors/Editors: Rosa, J.A.
Spanjol, J.
Porac, J.F.
Published: 2004
Type: Articles in Books and Non-Refereed Journals
ISBN/ISSN: 978-0-965-71144-9
Published by: Christine Moorman and Donald R. Lehmann (eds.): Assessing Marketing Strategy Performance, Cambridge, MA: Marketing Science Institute (MSI), 185-211

Assessing Marketing Strategy Performance offers a powerful set of tools—from stock return response modeling to historical analysis—to help researchers investigate how marketing influences firm performance. Addressing a topic of critical enduring importance to marketing, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about marketing’s role in the firm.

Related Links