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Journal Articles
Differential impact of advertising and distribution expenditure on Tobin's Q: A perspective from listed firms in India
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Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2009) 1 (2-3): 77–94.
Published: 05 June 2009
...Arvind Sahay; Anandan Pillai Purpose The purpose of this paper is to understand the impact of components of marketing expenditures, i.e. advertising and distribution expenditures on intangible value of firm (measured in terms of Tobin's Q). The relationship is studied in the context of branding...
