Abstract
This empirical study examines performance of companies receiving awards for excellence of marketing programs. Tests of Efficient Market hypotheses was used to show that stocks of award-winning companies outperform a market index by wide margins during the year prior to the announcement of the award. The results of these tests present implications for both efficient market hypotheses and marketing managers, which are discussed in this paper.
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Taylor, R.K. (2015). The Effects of Marketing Management Programs on Stockholder Wealth: An Empirical Study of Selected Companies Past Performance. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_17
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DOI: https://doi.org/10.1007/978-3-319-17049-7_17
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17048-0
Online ISBN: 978-3-319-17049-7
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