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Full-Text Articles in Business
Assessing The Impact Of Market Interventions On Firm's Performance, Richard A. Bettis, Andrew Chen, Vijay Mahajan
Assessing The Impact Of Market Interventions On Firm's Performance, Richard A. Bettis, Andrew Chen, Vijay Mahajan
Historical Working Papers
Using the measureable impact of the American Dental Association endoresement of Crest, the impact on security prices of Procter and Gamble is assessed. Results indicate that the market intervention has impact both on market share and security prices.
Reaching The Changing Woman Consumer: An Experiment In Advertising, Thomas E. Barry, Mary C. Gilly, Lindley E. Doran
Reaching The Changing Woman Consumer: An Experiment In Advertising, Thomas E. Barry, Mary C. Gilly, Lindley E. Doran
Historical Working Papers
Questioning whether women can be distinguished into different market segments based on their desire to work, the authors sample women who have different demographic characteristics. Results show that the desire to work sclae can effectively segment the market. Blurring between categories may be studied to further delineate factors that can contribute to segmentation.