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Keywords: Myopic marketing management
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Journal Articles
Journal of Business & Industrial Marketing (2025) 40 (11): 2194–2221.
Published: 28 October 2025
...Evelini Lauri Morri Garcia; Valter Afonso Vieira; Raj Agnihotri Purpose Per the myopic marketing management literature, the decrease in marketing investment generates an increase in profit in the short term; however, it fosters a negative effect on firm value in the long term. This association...
