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.
Perspectives
I hope this article can clarify that factors external to the company together with the result of previous internal factors are important to demonstrate when to increase or reduce marketing expenses.
Dr Rafael Barreiros Porto
Universidade de Brasilia
Read the Original
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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