What is it about?
this article deals with the effect that marketing investments have on companies' output indicators, contrasting between 2 contextual extremes (growing economy versus declining economy) and 2 company learning history extremes (financial gains versus financial losses).
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Why is it important?
It is the first article that jointly deals with macroeconomic contexts and business gains and losses as responsible for making marketing investments effective.
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This page is a summary of: Marketing firm performance: When does marketing lead to financial gains?, Managerial and Decision Economics, July 2019, Wiley,
DOI: 10.1002/mde.3046.
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