Working Papers

Myopic Marketing Management: The Phenomenon and Its Long-term Impact on Firm Value

Natalie Mizik and Robert Jacobson

Jan 1, 2006

Examines managers’ use of short-term-oriented marketing strategies (i.e., cutting marketing expenditures) in order to inflate quarterly earnings and meet other short-term goals; analyzes long-term effects on firm value in the context of SEOs (seasoned equity offerings).

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