Event Study Methodology in Marketing
An event study measures the impact of specific events (exogenous and endogenous) on stock prices. Often used in finance, this methodology is also of interest in marketing. Indeed, it seems that marketing decisions impact significantly on financial markets. In addition, marketing factors that tend to...
|Main Author:||Delattre, Eric|
|Place of publication:||
London, England SAGE Publications 01.06.2007
|published in:||Recherche et applications en marketing (English edition) Vol. 22; no. 2; pp. 57 - 75|
|Data of publication:||20070600|
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