Movie Advertising and the Stock Market Valuation of Studios: A Case of Great Expectations?

Amit M. Joshi, Dominique M. Hanssens. Movie Advertising and the Stock Market Valuation of Studios: A Case of Great Expectations? . Marketing Science, 28(2):239-250, 2009. [doi]

Authors

Amit M. Joshi

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Dominique M. Hanssens

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