Helping marketing strategists see the bigger picture

Authors

Singapore Management University

Publication Type

Book Chapter

Publication Date

1-2017

Abstract

Professor Kapil Tuli studies the impact of marketing strategy on a company’s share price and financial risk.

See the papers:

• Customer satisfaction and stock returns risk
• The impact of brand quality on shareholder wealth
• The effect of CRM outsourcing on shareholder value: A contingency perspective

Disciplines

Marketing

Publication

Research@SMU: Connecting the dots

Editor

MILLER, Steven; JOSHI, Havovi; LEE, Vanessa

ISBN

9789811147449

Publisher

Singapore Management University

Copyright Owner and Holder

Singapore Management University

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Citation

Singapore Management University. Helping marketing strategists see the bigger picture. (2017). Research@SMU: Connecting the dots. 20-21.
Available at: https://ink.library.smu.edu.sg/smu_research/9

First Page

20

Last Page

21