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.