La méthodologie des études d'événements en marketing

La méthodologie des études d'événements consiste à évaluer l'impact d'un événement particulier -exogène ou endogène -sur le cours de Bourse d'une ou de plusieurs entreprises. Cette méthodologie, très courante en finance, présente également un intérêt en marketing. Il apparaît en...

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Bibliographic details
Volume: 22
Main Author: Delattre, Eric
Format: Journal Article
Language: French, English
Place of publication: London, England Presses Universitaires de Grenoble 01.06.2007
SAGE Publications
Sage Publications Ltd
published in: Recherche et applications en marketing Vol. 22; no. 2; pp. 57 - 76
Data of publication: 20070601
ISSN: 0767-3701
2051-2821
EISSN: 2051-2821
Discipline: Business
Subjects:
Online Access: Fulltext
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