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Marketing investments and company value in developing countries
2022
BAR: Brazilian Administration Review
The evolution of the economic context has intensified competition in retail, creating new challenges for companies. Among these challenges are the difficulty of measuring the results of marketing activities, the inconsistency in the sources of information, and the disregard of the temporal characteristics of the returns on these investments. Considering that this context may differ depending on a country's stage of development, the objective of this study is to analyze the impact of marketing
doi:10.1590/1807-7692bar2022200077
doaj:aecef960fcd942909581e7aa797a6f76
fatcat:lxclvtvu7rgnboc3beajwdkdae